5 Social Media Metrics That Really Matter

Not all metrics are important enough to measure.

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“You can’t manage what you can’t measure.”

— Bob Napier

To effectively manage a social media marketing campaign, proper measurement is a must. But not all social media metrics are important, and measuring more than necessary is just a waste of time and energy.

What metrics should you measure? Well, that depends on your social media goals and the type of business you have, among other things.

In general, though, SproutSocial says there are five important metrics.

1. Engagement

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By measuring engagement, you’ll learn how actively your audience is involved with your content and how effective your brand campaign is overall.

There are several metrics used to measure engagement:

• Likes, Comments, Retweets, etc.: Individual engagement metrics that show how the audience is interacting with the content (e.g. participating in the conversation).
• Post engagement rate…