KPIs for Your Social Media Dashboard

Ever wondered what you really need to measure in order to gauge your success on social networks? The social conundrum is that we often find it hard to report on the success of given initiatives, while at moments we get overwhelmed with a stream of stats and indicators, struggling to make sense of it all. Too much data, or not enough? Here are the key performance indicators (KPI) I typically focus on with my clients, so I hope you find this useful!

Facebook Metrics

There are a variety of metrics that can be measured through Facebook’s native analytics module, so it is up to you to determine which ones help your case and align with business objectives. While the data can be sliced and diced per day, per week or as per the past 28 days, I tend to prefer the more aggregated view (28 days) in order to compare on a month per month basis. Here are some key metrics to consider:

  • Page Likes (new likes, unlikes, growth vs previous month and YoY)
  • Total Reach (organic, paid)
  • Total Impressions (organic, paid)
  • Engaged Users (page level)
  • Engaged Users (post level)
  • PTAT – people talking about this (folks who engaged with your content, basically)
  • EdgeRank

KPIs for Your Social Media Dashboard image Screen Shot 2014 09 17 at 7.11.23 PM 600x312

Most of these metrics are provided when you extract a report, either at page level or post level, for a Facebook Page. But in order to get your EdgeRank, or how your Page scores as per Facebook’ complex newsfeed algorithm, I recommend using a third party application such as EdgeRankChecker.

KPIs for Your Social Media Dashboard image Screen Shot 2014 09 10 at 8.54.48 PMOne of my favorite metrics, not provided by Facebook reports per se, is the engagement rate of a page. You can find this number by dividing a page’s PTAT by its number of followers. For example, Tourism Australia had an engagement rate of 3.2% when I checked it last. NOTE: This rate evolves daily, along with your PTAT and number of followers.

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