Holiday Giveaway Day 6: Social Media Metrics that Matter for Your Business

Holiday Giveaway Day 6: Social Media Metrics that Matter for Your Business

Social Media Metrics That Matter for Your Business

It’s day six of our Holiday Giveaway! In case you missed it, for the entire month of December we’re giving away and giving back! Every Tuesday and Thursday, we’re sharing a collection of specially curated templates, images, music playlists and more to help you rock your marketing efforts in 2017.

Today’s post is dedicated to helping you identify key social media metrics to grow your business.

As we told you on Day 1, social media is an important tool to attract and engage your audience. But at times, it can feel like you’re posting content just hoping it resonates with your followers. How do you know what content your audience wants? What is the best time of day to post? How often should you post? Metrics can help you answer those questions, providing you with concrete data to create a successful social media plan.

Without further ado … onto today’s tips and giveaway.

To help you navigate social media metrics, we’re breaking down common terms and their importance, organized by channel. Use this guide to learn what metrics matter for your business:


You can track Twitter metrics using Twitter Analytics. Offering free analytics for all account users, the tool allows you to measure and boost your impact on Twitter. When you arrive to your analytics dashboard, you will see a 28-day summary and monthly metrics and highlights:

Twitter Analytics

Here are the metrics you should pay attention to:

Top tweet is the tweet people are interacting with and sharing most via Retweets, replies, and more. This is important because it tells you what type of content your followers are most enthusiastic about. Did the tweet include an image? Video? Hyperlink? What was it about? Use the answers to these questions to craft future tweets that have similar elements, and watch your engagement increase.

Impressions show how many people have seen your Tweets. They not only help you determine your online activity, but also lead you toward more targeted techniques. Compare your current month’s number to the previous month so you can track your account’s impressions growth.

Followers are pretty straight-forward. And while we probably don’t need to tell you this number represents the followers of your Twitter account, it is worth pointing out that Twitter Analytics help you keep track of this number month over month.

But don’t get too caught up in this number. The number of Twitter followers you have is important, but it’s more important that they are quality, engaged followers. 

Pro Tip: Twitter Analytics also lets you view analytics by tweet and learn more about your audience. Twitter breaks it all down for you here.


Facebook Insights is arguably the most comprehensive metrics tool for your business. It’s a powerful tool to track engagement, determine the number of people you reach, and learn more about your audience and their behavior online. To view your Insights, log into your business page, and select Insights from the menu across the top of the page. You’ll see this summary:

Facebook Insights

Once you’ve arrived at this page, here are the most important metrics:

Page Views tells you the number of time people viewed your Page and its sections. This number details how many people are seeing your profile which includes your website, videos, photos and more. This information can show you that people are using your page to look up your contact information, see more of your recent content, or to find out about upcoming events. A visit to your profile indicates a higher level of engagement than liking or commenting on a post in the News Feed.

Post Engagements is the number of times people have engaged with your posts through likes, comments, shares, clicks, and video views. This is arguably the most important metric, because it tells you how many people have interacted with your content. You can determine what content triggered interest from your audience, providing your only measurable sign of interest.

Reach shows you the total number of people who were served your post. This metric drills down to the number of unique people who have seen your Page posts. It includes organic posts in News Feeds and promoted posts.

Now you might be thinking, why isn’t Facebook Likes listed as a key metric? That’s the most important thing, right? Not so fast.

While followers are important to increase social proof and to be able to reach more people, but the reason we don’t concentrate on Facebook Likes is because most people that like your page will never engage with your content. In fact, according to SocialSamosa, only 1% of users who like a business page will visit that brand’s Facebook page.

So, what should you concentrate on instead? Work on engaging your fans rather than building likes. Facebook’s power is in the way it provides a platform for conversation.


This year, Instagram introduced business profiles and Insights, giving marketers and businesses tools to understand their audience and grow their business. On Instagram business profiles, there is now a chart icon in the right-hand corner of the app that gives you access to your Instagram analytics.

Instagram Analytics

Now you have this helpful information at your fingertips:

Reach is the number of unique accounts who saw your post. Each unique individual will only be counted once, even if they view your post multiple times.

Impressions are the total number of times your post was seen. Keep in mind that impressions and reach are different. Impressions are the total number of times your post was seen. A single individual may see your post 5 times. Each time they see it, you’ll get an impression.

Website clicks is the number of accounts that have tapped the website link to your Business profile. This is vital metric because one of the ultimate goals of social media is drive people to your website, so they can learn more about your business, make a purchase, read your blog, and more.

Pro tip: Keep the URL in your Instagram bio fresh by updating it when you add a new product or blog post to your website.

Follower activity is listed underneath your top posts. It includes the most popular days and times your followers are on Instagram. By knowing when your audience is most active on Instagram, you can schedule Instagram posts for optimal times. You can also see the further insights about your followers, including gender, age, and location information. This will help you create a social media editorial calendar with content on subjects that will resonate with your followers.


LinkedIn Analytics enables you to learn more about your posts’ performances and your audience. To access the analytics, visit your LinkedIn Company Page and click on the Analytics tab. First, you will see metrics for individual posts made by your Company Page.

LinkedIn Analytics

To grow your business, concentrate on the following metrics.

Impressions is the number of times each update was shown to LinkedIn members. Use this data to highlight standout content, and set benchmarks and goals appropriately.

Clicks tell you the number of clicks on your content, company name or logo. Note this doesn’t include interactions (shares, likes, and comments). This metric is an indicator that your content is appealing to your audience.

Interactions entails the number of likes, comments and shares on each update. Pay attention to this data in order to better modify your company’s updates to your LinkedIn followers.

Engagement is the percentage that shows the number of interactions plus the number of clicks and followers acquired, divided by the number of impressions.

Now that you have a list of key metrics to monitor, today’s giveaway provides you with a way to display them.

Our giveaway has now ended! To get more information, including more tips about social media metrics, contact us here

Use this template to showcase your business’ social media highlights in 2016. And be sure to share yours on social media, too! Tag @doubleshotteam on Twitter or @doubleshotcreative on Instagram – we’d love to see it!

That’s all for today. Don’t forget to check back on Thursday for our next giveaway!

Until then, cast your vote and be part of selecting which charity we give back to this holiday season.