Overall success of a social media account or one specific post can be measure based on three broad metrics. These include volume/acquisition, engagement, and conversions.
Volume/Acquisition
This measure the total amount of interaction with a post or your account. This may include total likes, shares, retweets, follows, etc. Acquisition may include total number of new likes, follows, shares, etc. caused by creation of a new account or post. These posts may also incur a loss of followers or likes, which must be accounted for in total acquisition.
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Engagement
Engagement is generally the main component that comes to mind when considering the success of a social media campaign. Engagement can include total impressions or views on a post, re-posts, shares, pins, re-tweets, likes, comments, and CTR (click through rate) on a specific post. Engagement in generally how many people see and interact with your post. CTR should be the main metric that is targeted, because an increased CTR generally increases conversions.
Conversions
Conversions are the individuals who view a social media campaign and eventually buy a product or service from a company. Conversion rate can be calculated as: (users who purchased/ total users viewing the post) * 100
Social listening
Social listening is a broad topic that includes basically anything that is being said about a company, their social media profile, or a specific post. For instance, at the launch of a new product, companies will browse social media to see customer’s first impressions of their product, as well as likes and dislikes.
