Social Media Metrics: Start with Your Goal

Define the outcome

Decide what the content is meant to achieve before choosing metrics. Awareness, conversation, and website visits call for different measures.

Compare like with like

Compare similar formats over similar periods. Keep platform definitions in mind because reach, views, and engagement are not measured identically everywhere.

Use the findings

Look for patterns across several posts rather than treating one result as a rule. Available reporting depends on the platform and the permissions granted to your tools.