Analyzing Your Social Media Analytics

Published on Jan 14, 2021

Chris Burns
Director of Business Development

When it comes to social media analytics, there are more data points than an advanced social media manager knows what to do with. There are literally hundreds of different metrics. If you’ve seen your Facebook Insights, you know how cumbersome and overwhelming this data can be. For most businesses, not all metrics are relevant or even worth tracking.

While you should be watching metrics like video views, page reactions, page likes, etc., we’re going to take a deeper dive to help you illustrate the growth and success of your social media. 


I can’t tell you how many businesses think they know who their customers are until they see the demographics tab on their Facebook insights. Businesses are often surprised by the gender, age, or location of their fans on social. Knowing this data in advance can help you shape the appropriate content and messaging. 

Audience Growth Rate:

Your total number of fans or followers doesn’t mean much unless it’s growing month to month. This is the number of new followers expressed in percent-change and is something that illustrates your social media momentum. Think of your audience as a tribe of advocates. If you create valuable content, your tribe is likely to engage with it and spread the word.

Average Engagement Rate:

This metric compares the engagement of your posts to the size of your fan base. It’s a barometer that indicates how well your content and messaging resonates with your followers. It should be noted that organic reach on Facebook is somewhere around 15%. Calculate the engagement rate of your last 20 posts. Whatever it is, don’t be discouraged. Set a goal and see if you can raise it 5%.

Here’s how to calculate it. Say for example your Facebook page has 2,000 followers. Meanwhile, your most recent post had 25 likes, 2 shares, and 3 comments for a total of 30 interactions. Take this number and divide it by the total number of followers and multiply it by 100. Your post engagement rate is 1.5%. Don’t be alarmed, this is considered good. 

Acquisition (referral traffic):

This data is easily found in Google Analytics and allows you to see the percentage of traffic that comes from all of your social media accounts. When you dive in, it shows bounce rate, number of pages viewed, average session duration and other supporting analytics that help show the quality and quantity of inbound traffic. 

People Talking About This:

People talk about things they love or hate but rarely do people talk about things they don’t care about. This Facebook metric measures how many unique people are talking about your brand. If people are talking about your brand, good or bad, it’s important to respond. In fact, strategically responding to a negative review or comment could be more beneficial for your brand than responding to a positive review. With a consistent and active social media strategy, this number should be growing month over month. 

Reach versus Impressions:

Some people think it’s the same while many are confused by what the difference actually is. Reach is the total number of unique (different) people your post was delivered to. Whereas, impressions are the total number of times your post has been displayed. Unfortunately, an impression doesn’t mean that someone actually saw it. While both are considered vanity metrics, the reach can become more powerful when you compare it with engagement metrics. While these platforms can tell you how many times a post was displayed in a newsfeed, they cannot tell you the number of eyeballs that saw or read the post. 

You may also see paid, viral, and organic reach. Paid speaks only to the reach of a boosted post (advertisement). Whereas organic reach refers only to the number of people your non-boost post was delivered to. Viral refers to the number of people who saw your post or page mentioned by a friend. 


While there are many more valuable statistics, these are a few that can help you look and feel like a social media expert. While it’s great to know what all this jargon means. This intel only becomes valuable to your business when you start to monitor and report on your social media success based on these metrics.

Once you have a few months of data, it will become easier to spot trends. This will allow you to identify content themes that are popular with your audience, and the best times to post. If something is working, double down on it. If you have a content theme that looks cool but isn’t resonating with your audience, don’t be too proud to ditch it.

If you’re new to this, use a social media management tool like HootSuite or Sprout Social to help with tracking and reporting. Just setting up and monitoring 6-10 trackable metrics should help you understand the overall growth rate and success of your social media efforts. You’ll know what’s working, what’s not, and if you use the data to drive change in your strategy and eventually your content, growth, and success are inevitable. 

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