Website visits from social networks

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That's why you should also analyze the growth of your community.

Of all the people you've reached, how many of them have liked your page or followed your account? Specific metrics used to quantify your audience growth are:

New followers/new subscribers: Depending on the platform, the name of the metric might change. What you want to measure here is how many new followers or subscribers you’ve gained in a given time period. You can then quantify what type of posts or ads are bringing in more people, or whether a specific campaign has convinced list building for mlm new fans to hit that button.
Page Likes / Total Followers / Total Subscribers: To keep the bigger picture in mind, you should also track the total number of likes or followers you have. This gives context to your growth and represents your potential reach, engagement, and customers. Measure this metric alongside concrete actions to understand the impacts of these actions on your community.
You can measure your audience growth with a rate or an actual number. We suggest using both values ​​for this social media KPI.

Analyzing your audience growth allows you to see if you're reaching the right audience with the right content.

If not, it might be a good idea to review your social media strategy to find ways to get more followers.

However, remember that community growth means nothing without community engagement.

It’s important to track these numbers, of course, but without actionable metrics to correlate them to, the number of likes and followers are just vanity metrics, meaning that on their own, those numbers are nothing more than a consolation.

To turn the number of likes into an actionable number, you could, for example, see if there was an increase in the number of page likes at the same time as a change in content distribution, and see if that shows up in your conversion rate.


Engagement Rate



As we said earlier, size isn't always what matters when it comes to your community. You need to build a community, yes, but you also need to maintain it. To do that, you need to engage with your fans.

Engagement rate is one of the most important social media marketing KPIs, as it allows you to measure how people interact with a particular post or your entire page.

It shows how many people are actively engaging with your brand, allowing you to build relationships with your fans.

Depending on the platform, engagement or interactions can have many different names, such as:

I like it, reactions.
Shares, retweets.
Comments, replies, etc.
Taking into account the engagement rate of your posts and pages is essential because it allows you to understand your fans' preferences and, therefore, how to keep your community active.

High community growth combined with a low engagement rate usually means you're targeting the wrong community.

A smaller, highly engaged audience is more likely to convert because you're offering them content they want to consume and are therefore fulfilling a need.

Plus, the higher the engagement rate, the greater the reach, as content that fans like and comment on appears in their friends' news feeds.

By always keeping in mind what your community likes and optimizing your social media content accordingly, you'll get the most out of your strategy!

This fourth social media KPI that helps you evaluate the success of your social media marketing strategy is your website traffic.