The Complete Guide to Social Media Measurement for Small Businesses

If you want to reach social media success, it’s pivotal to make sure that you focus on measuring all the importantmetrics.

If you want to reach social media success, it’s pivotal to make sure that you focus on measuring all the importantmetrics. These will help you make adjustments on the go and results will end up being amazing in the longer term. With that in mind, the things you have to focus on when it comes to social media metrics include conversion, engagement, reach and activity.

These are fundamental metrics as you get to understand better the way the audience works and how active they are from an engagement standpoint. Usually, you will need to measure some specific platforms, so here you have some ideas on how you can measure metrics for Facebook, Twitter, and other relevant platforms.


Thankfully, Facebook delivers its Insights tools that allow you to measure all the important metrics fast and easy. With their help, you can easily get all the information and insight you need as soon as possible. You will need a bit of analysis if you want to unlock the entire value of this data but the ROI can be significant.

You can access information like Post Reach, Page likes, engagement, conversion and negative activity. These are important pieces of information that you have to focus on if you want to adjust your page to the liking of your customers.

What you need to note is that reach and impressions are not the same figures. The impressions are the number of times your post was shared, where as reach amounts the total unique times that your post was displayed.

Twitter metrics

You need to select the Analytics menu bar and then go onwards to tweets. Here you can see the tweet activity and some impressions you had for the past four weeks. If you want, you can also click on a particulartweet and youwill get to see its reach if you want. Twitter Analytics also provide you with an excellent way to track follower results, which is a recommended option that you should consider using at all times.


Instagram is integrated with Facebook so that you can see some of its metrics in the Facebook dashboard. If you want a lot more information, you should use Iconosquare. This is a great, free tool that will analyze the Instagram account and it will share immediate insight about your activity and reach.



YouTube does an excellent job at a delivering views years after its upload. You need to go to YouTube Dashboard to check the video performance. Choose analytics, and you will be able to see all the information you need here. This includesan overview of views, real-time views, demographics, traffic sources, devices, audience retention and so on. These are helpful tools that will bring in a lot of value so you should check them out for sure. Here you can also find an engagement report that provides relevant information about subscribers, likes, favorites, videos that you can find in playlists, cards, annotation and so on.

As you can see, you have a wide array of tools that can help you with social media measurement. Thankfully, you also have Google Analytics that can also come in handy if you want to see how many users accessed your social integration. With help from these tools, you can better understand customer behavior and results will be a lot more enticing thanks to them as well.



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