Metrics (KPIs) to Track in Social Media Posts

With my vast experience, I can confidently say that there are specific channels and metrics that are crucial to track for content shared on social media. This article highlights those key metrics that should be monitored for organic shares made on social media channels, ensuring that you are fully informed about your social media performance.

Upon reading this article, you will have the confidence to precisely measure the performance of your posts and establish your own tailored KPIs.

Facebook

Facebook may not be important to every business, but it is undeniably one of the first platforms to make a significant impact on our lives. With Facebook, we have the ability to regularly monitor a variety of metrics in our posts, in a specific order:

• Reach/Impressions
• Likes
• Video Views
• Link Clicks
• Comments & Shares

YouTube

To determine the success of our videos, let’s take a confident look at the following metrics:

• Total Watch Time
• Video Views
• Engagements

Instagram

On Instagram, the most popular platform in most countries, we confidently analyze post, story, and reels metrics by examining the following data:

• Reach/Impressions
• Video Plays
• Engagements

To determine the success of a post, we will utilize the number of PTAs, or “People Talking About,” as our primary KPI. This calculation will not only be based on Instagram, but also on all social media channels. The post with the highest percentage of PTAs will be deemed the most successful. Please refer to the following calculation method:

PTA= (Like + Comment + Save + Share) / Number of People Reached (Sometimes can be received in impressions)

For example, if the post A reached 100 people and we received 5 comments, 8 saves, 40 likes, and 1 share from these 100 people, our PTA number will be 0.54. (54/100)

Our posts on the platform, which has a young user base, will be measured against the following success metrics:

• Total Play Time
• Engagements
• Video Views
• Hashtag Performance

Pinterest

Despite its relative rarity in Turkey, it is crucial that we adhere to these metrics for the shares we post on this highly active social media platform, particularly in the United States.

• Impressions
• Engagements
• Outbound Clicks

Twitter

When analyzing Twitter, which was acquired by Elon Musk, it is important to take into account the following metrics for tweet sharing using its current technology.

• Impressions
• Engagements
• Link Clicks
• Profile Visits

LinkedIn

To measure the success of post shares on this social media platform for the professional career and business world, use the following metrics with confidence.

• Impressions/Unique Impressions
• Downloads
• Engagements
• Engagement Rate

It’s important to note that Engagement Rate and PTA (People Talking About) are often confused, but they are different formulas and metrics. PTA is calculated solely on a post or share, while Engagement Rate is calculated based on your followers. So it’s crucial to understand the distinction between the two when analyzing your social media metrics.

For instance, if a LinkedIn page which has 100 followers receives 10 comments and 5 likes for a post, then the engagement rate is calculated to be 15%.

If Engagement Rate / Engagement Rate Formula = (Like + Comment + Share etc.) / Total Number of Followers