Social media marketing is an ever-changing field, so it can be hard to prove your progress to your clients, bosses, and stakeholders—especially if they're not technically savvy or are unfamiliar with marketing terminology.
And that's no fault of their own. Your clients and stakeholders have their own jobs to do too, and social media marketing terms are not at the top of the list of things for them to learn.
So this begs the question, how can you prove to your clients that you're actually doing your job? After all—no matter if you're in-house, an agency, or a freelancer—the time will come to show your progress and prove results.
But don't worry—if you're looking for easy social metrics to share with your clients, we've got you covered. Because in this article, we'll show you 8 social media metrics that you can use to wow your client(s), boss, or stakeholders.
We've focused on highlighting stats that are high-level and easy to explain to your clients, so you can make sure your client is happy, impressed, and truly understands what you’re doing every day.
Let's dive in!
1. Total post reach
Total post reach is one of the easiest ways to impress your clients.
Total post reach tells us how many unique fans saw a single social media post. This gives you and your clients an accurate representation of how many people have seen your posts (and in turn, were introduced or exposed to your client's products and services).
When explaining this metric to your clients, let them know that more reach you have, the more viral your posts are. So, try and push this number as high as possible, and show that you're truly a pro at creating viral content.
Click-through-rates (CTR) are one of the most important stats you can track for your clients. This shows the number of people that go from one of your social media posts to your client's website, giving you a real look at exactly how much traffic you're driving to your client's website.
Measuring your client's CTR can be challenging, though—most social networks don't track this data out of the box, so you’ll need Social Report (or another third-party tool) to track this for you.
When you share a link using Social Report, we'll track the number of times its clicked with our built-in link shortener. Plus, if you organize your content with Content Groups, you can a/b test different types of content and find what drives the most clicks to your website.
3. Audience growth rate
Your audience growth rate is the rate in which you add new followers for a given social network, usually tracked month to month.
You can find this number by dividing your number of new followers by your number of existing followers. For example. if you have 1,000 Twitter followers in June and have 1,050 come July 1st, your audience growth rate for Twitter would be 5% (50 / 1000 = 0.05).
Additionally, some marketers like to measure total audience growth rate when presenting to clients too. This means adding up all new followers added amongst all social audiences (as well as the followers added), giving a super high level look at audience growth.
Thankfully, Social Report makes it super easy to track growth rates. To view growth rates for one network, hop over to any network's single-channel report and look at the new audience tab on the right-hand metrics pane.
Alternatively, you can view an overall growth rate in the Audience tab in cross-channel reporting. Here, we'll show you your total number of followers, how many you've gained over your reporting period of choice, and your total growth rate.
4. Shares per post
Shares per post is one of the more self-explanatory social media metrics—as you'd expect, it's the number of times your posts are shared.
However, there are two ways you can present this metric to your client.
The first method is by simply adding up all of your shares for the month and then sharing that number with your boss or client. While this gives you a big and exciting number to share, it can be hard to actually learn anything (for example: what types of content performs best).
Instead, you may want to take this number and divide it by your total number of posts for the reporting period. Then, you'll have an average number of shares per post—this gives you easier number to improve over time, and may further impress more analytically-minded clients.
Additionally, we also recommend tracking shares per type of post—for example, shares per video, blog post, and image post. Doing this will help you find what content performs best for your audience, letting you curate your content for more growth.
5. Likes per post
You will also want to track your total number of likes for a specific reporting period. Like shares per post, you can either track this cumulatively or by finding an average number of likes per post.
Tracking this metric lets you track how exactly how valuable people the content you're posting. After all, if someone likes what you post to social, they'll likely give you a quick like to acknowledge that.
Tracking the number of likes per user (applause rate)
Alternatively, some marketers prefer to track an "applause rate" instead of tracking the number of likes they get. This is when you add up all of your likes for a given reporting period and then divide it by your number of followers.
This metric will show your client how engaged their audience really is, letting you prove that you've built a legitimate following (and aren't just buying fake followers).
6. Overall engagement rate
Further, you can also track your overall engagement rate. Unlike your applause rate though, an overall engagement rate adds up all engagements (likes, comments, shares, etc) and divides it by your total number of followers.
Tracking this metric lets you show your clients exactly how much of your audience is actively engaged with your social media posts, proving that you're creating quality content that people actually engage with across all social channels.
7. Brand awareness
Simply put, awareness is the number of times your (or your client's) brand name is mentioned on all of social media during a specific reporting period. This includes direct @mentions, name mentions, branded hashtags, and quite literally any other mention of your brand name.
Tracking this metric lets you can show your clients how popular their brand really is. Further, reading through what's said about your client's brand can help you make improvements to your content and advise your client on new products and features that are requested on social.
Social Report's social listening feature makes keeping track of these mentions super easy. You can use it to automatically track multiple keywords across all of the social networks attached to your project, automating the search process and giving you accurate results.
8. Conversion tracking
Hands down the most important social media metric you can track is the number of sales your social media posts actually drive. We call this "conversion tracking" as it's tracking the number of people that click on your social posts and then "convert" to paying customers.
And while this may seem like an impossible thing to track, it's actually pretty easy if you're a Social Report user.
With Social Report, you can add conversion tracking to each of your content groups. Just place a small piece of HTML code on your checkout page, and then we'll record the number of people that click on a link in that content group and ended up on said page.
This will let you track your exact social media ROI down to a tee, letting you show your clients exactly how many sales you've generated from your social media posts. You can even input the cost and value of each conversion, so your social media accounting is covered too.
In this article, you learned 8 awesome social media metrics that you can use to wow your boss, client, or other stakeholders.
Tracking these metrics and sharing them with your clients let you prove social media growth and show that you're doing a truly awesome job, in turn bringing you more work, recommendations, and positive reviews.
But now it's your turn. What social media metrics do you share with your clients? Let us know in the comments below this article—we're excited to hear from you!
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