Measuring Social Media Success

One advantage of digital communication is the ability to measure results.

Organizations monitor social media performance to determine whether communication objectives are being achieved.

Common Social Media Metrics

Reach

The number of unique users who see content.

Impressions

The total number of times content is displayed.

Engagement

Interactions with content, including:

• Likes

• Reactions

• Comments

• Shares

• Saves

Click-Through Rate (CTR)

The percentage of users who click a link after viewing content.

Video Views

The number of times a video is viewed.

Conversions

Actions completed by the audience, such as:

• Registering for an event

• Making a donation

• Downloading a resource

• Completing a purchase