How Social Media Metrics Can Grow Your Business

The world of social media is dynamic, unpredictable, and constantly evolving;  so knowing what's working and what's not is super important. You’re at the mercy of algorithm changes, developing trends, platform updates, user behavior, and the competition for the hottest new technology. You’ll need to track and analyze your efforts to make smart decisions and get the most out of your campaigns.

Because of these factors, what works well on social media today might not be effective tomorrow. That’s the speed of how things change on social media, so it’s crucial to keep up. Therefore, actively tracking your social media metrics and analyzing your efforts is essential and requires a flexible, data-driven approach to social media management. 

Why Keeping Up With Engagements is Important 

Engagements are the building blocks of many important social media metrics. They provide quantifiable data (likes, shares) and qualitative data (comments) that help you measure the effectiveness of your social media strategy. By tracking and analyzing engagement metrics, you can gain valuable insights into what content resonates with your audience, refine your posting strategy, and ultimately achieve your social media goals.

Engagement metrics include:

Impressions: Every single time someone scrolls through their feed and that photo appears on their screen, even for a second, that’s an impression. It doesn’t matter if they click on it, like it, or even really notice it; just the fact that it was there in front of them counts as an impression. 

Think of it like this: every impression is a little glimpse, a brief moment where your post has a chance to make an impact, to plant a seed of awareness in someone’s mind. So, even if they scroll right past, they’ve still seen your post, and that’s a valuable thing. Each impression is a data point, a sign that your post is out there, making its presence known in the vast landscape of social media.

Reach: You post a fantastic announcement about a sale on your social media. Now, reach is all about how many different people see that announcement. It's not just about your loyal followers—those who already know and love your brand. It’s about who else catches a glimpse. So, let's say your post pops up in the feed of a friend of a friend, because your follower shared it. That person counts toward your reach, too! It's about the spread, the ripples your post creates in the social media pond. Each unique individual who sees your post, whether they've heard of you before or not, adds to your reach. It’s the measure of how far your message travels, how many fresh eyes get to see what you have to offer. (Just a little note: LinkedIn works a bit differently, so reach numbers aren't available on that platform, but on Facebook and Instagram, tracking your reach gives you a real sense of how far your content is going.)

Engagements: People can react to your posts in many different ways. Some might simply tap the "like" button, a quick little show of approval. Others might leave a comment, maybe asking about the product you used or expressing how much they love a particular item. And then there are those who go a step further and share your post with their own followers, helping spread the word. 

All of those actions—the likes, the comments, and the shares—those are your engagements. They're the signs that your post isn’t just floating in the void; it's actually connecting with people. Each engagement is a tiny conversation starter, a little spark of interaction that shows your audience is paying attention, that they care about what you’re putting out there. The more engagements you get, the more it tells you that you’re creating content that resonates, that captures attention, and that builds relationships with your audience.

Likes: Think of likes on your social media posts as little digital nods of approval. They're like the quick, silent acknowledgments you get when you share something interesting with friends. When someone hits that "like" button on your post, it's a simple, instant way of saying, "Hey, I saw this, and I like what I see." It might seem small, but it's a significant indicator that your content is catching people's attention. Those likes show you that your posts aren't just floating out there in the social media void; they're landing, and people are noticing. They provide valuable feedback, letting you know if your content is interesting, engaging, and relevant to your audience. Each like is a little pat on the back, a silent affirmation that you're on the right track and creating content that resonates.

Comments: The comments section is where that Q&A happens. People raise their hands—or, in this case, type in the comment box—to share their thoughts, ask for clarifications, or offer their own perspectives. Some might have follow-up questions, digging deeper into the topic. Others might share related experiences or offer suggestions. It’s a dynamic exchange, a real-time conversation unfolding around your post.

When you actively respond to those comments, you’re not just acknowledging them; you’re actively participating in the discussion. You’re engaging with your audience, showing that you value their input, and building a sense of community around your brand. Each response is like a meaningful interaction at that conference, strengthening connections and demonstrating that you’re truly present and interested in what people have to say. It’s these interactions, these back-and-forths in the comments, that turn a one-way broadcast into a lively, relationship-building dialogue.

Shares: Imagine you create a post about a special event or a fantastic new product you're launching. When someone sees that post and decides to "share" it on their own social media page, it’s like they’re personally telling their network about it. It's more than just a simple like; it’s an active endorsement. They’re essentially saying to their friends, "Hey, I thought this was great, and I think you might too!" This act of sharing is incredibly powerful because it carries a personal recommendation. It’s like a virtual word-of-mouth, where your biggest fans are spreading the word on your behalf. Each share broadens your reach exponentially, as their network gets to see your post. It's not just your followers anymore; it's their followers too. And when people click on that shared post, they’re often taken directly back to your website, driving valuable traffic and potential customers right to your digital doorstep. This shows that your content isn't just good, it’s valuable enough for people to want to pass it along, to share the excitement and the opportunity with others. In essence, every share is a testament to the quality of your content and a powerful tool for expanding your brand's visibility.

Keeping an eye on the conversations happening on your social media pages and jumping in to respond to comments can boost your engagement and reach. You can even respond to comments on Facebook and Instagram right from your Constant Contact account. That way, you can stay in one spot when you’re tackling your marketing efforts for the day! 

Connections Grows Your Audience

Making connections through engagements on social media helps build relationships, shows that your content resonates, and increases your brand's visibility, all of which boost online engagement.

To get a handle on how your social media presence performs, you'll want to look at the Summary and Audience sections on your Analytics dashboard. This gives you a snapshot of what's happening and you'll see how many people are in your “social circle”, how many different eyes have landed on your posts, and whether your circle is getting bigger or staying the same. This tells you if your posts are doing their job—attracting new people and keeping the ones you already have engaged.

Specifically, Reach is all about how many unique people have actually seen your posts. Think of it as the number of different individuals you've managed to get your message in front of. Then there's your Audience, which is the total number of people who've decided to stick around, actively liking, following, or connecting with you. They're your regulars! And finally, Audience Growth shows you if you're gaining more followers or losing some. It's the percentage change in your friends, followers, and connections over a certain period, letting you know if your community is growing stronger or if you need to tweak things a bit.

Review Your Social Analytics and Target Your Audience

So you have your data, but how do you apply it to your marketing strategy? You have direct access to see how your follower count is changing and insights about their age, gender, and location. This knowledge empowers you to create content that caters to your audience perfectly. These metrics enable you to craft content that truly connects and resonates deeply with the very people you're trying to reach.

In your Constant Contact account, you can download a summary of how your social posts have been doing over the past week, month, or three months. This isn't just a list of numbers; it's a narrative of your social media journey. Whether you're a seasoned social media veteran or just taking your first steps, these reporting tools are like a compass, guiding you to create a more effective marketing strategy.

Checking In On Your Audience Demographics

Audience demographics empowers you to create content that caters to your audience perfectly. You have access to information such as gender, age, and top locations for your followers, so use this to your benefit. If you know, for example, that a lot of your followers are young adults in a certain city, you can tailor your posts to speak to them.

It’s also important to understand the interests and communication styles that resonate best with different genders. For example, if a large portion of your audience is female, you might focus on topics or visuals that appeal to them. At the same time, consider the age range of your audience. Younger audiences might prefer trendy, short-form video content, while older audiences may prefer more informative or text-based posts. Adjust your tone and language accordingly.

Lastly, demographic metrics allow you to know where your audience is located. If you know this, you can tailor content to local events, holidays, or cultural nuances. You can also schedule posts for optimal times in different time zones or think about local promotions.

When you’re reviewing your metrics, note that gender and age demographics are only available for Instagram accounts with 100+ followers. If you’re not there yet, keep growing your audience! 

Everyone is different, so think about what information matters most to your marketing for your industry. And if you're not seeing the results you hoped for right away, don't give up! Building an audience takes time. Just keep posting and check out some best practices for Facebook and Instagram posts.

And don't hesitate to share your experiences! We'd love to hear what metrics are important to you and how your marketing is going.