Social media analytics
What is social media analytics?
Social media analytics is the collection and analysis of data about social activity: reach, impressions, engagement rate, follower growth, clicks and conversions for your own accounts, plus benchmarks against competitors and creators.
Why social media analytics matters
Measuring what works lets you post less of what does not. For creator partnerships, the same metrics help judge whether a creator’s audience is engaged.
Related marketing terms
Engagement rate measures how much an audience interacts with posts: likes, comments and shares divided by followers or views, as a percentage.
Reach is the number of unique people who saw a piece of content or a campaign at least once, as opposed to impressions, which count views.
Impressions count how many times content was shown on screen, including repeat views by the same person, unlike reach, which counts people.
Social listening is tracking public conversations about your brand, competitors and market, then learning from and acting on what people say.