Onya Blog | How to Tell If Your Social Media Options Are Actually Working

How to Tell If Your Social Media Options are Actually Working

Ashley Monk
Ashley Monk
CEO of Onya | Marketing Growth Strategist | Marketing Consultant

How to Tell If Your Social Media Options are Actually Working

Ashley Monk
Ashley Monk
CEO of Onya | Marketing Growth Strategist | Marketing Consultant

Social Media Marketing Metrics

As marketers, we want to invest in the right strategies and efforts to reach our ideal audience. Social media is a great opportunity for organizations to increase brand awareness and build richer relationships with people.

It is important to remember, however, that posting content and talking to people is not all there is. Social media marketing needs metrics that align with business goals and also support the buyer journey.

The article below talks about the different buyer phases and some metrics that we recommend looking after to know that you are not just burning fuel.

After reading this, take some time to evaluate your current social media strategy. We are ready to talk if you need support in boosting your growth.

Onya mark, get set, let’s grow!


While viral is exciting, it’s not always reasonable for consistent growth. Be reasonable and push yourselves to see how buyers respond (or don’t respond). From there, you’ll track the growth of specific metrics, and here’s what we recommend tracking:

What this means: Your potential customer is aware they have a need, and they’re searching for the best fit (hopefully finding you). 

KPIs you may track for success: 

  • Impressions/Views: Total amount of time your content was seen. 
  • Reach: Total Number of unique users that see your content. 
  • Growth: Followers, subscribers, etc. 

What this means: Your potential customer now knows they have different options to help fix their need and they have to consider the pros and cons of each option. 

KPIs you may track for success: 

  • Engagement rate: Number of Interactions a post receives, divided by the number of impressions=engagement rate. 
  • Website Views for social
  • CTR: Click-through rate is the percentage of users clicking through a post divided by the number of impressions. 

What this means: Your potential customer is ready to choose which option is best and make their decision, which isn’t always a direct purchase $$$. 

KPIs you may track for success: 

  • Email acquisition: are people subscribing? 
  • Add to cart
  • Initiate checkout
  • Purchase
  • Inquire via DM
  • Link Clicks

What this means: Retaining your customers and audience! This is all about creating a sense of community and trust with your platforms. 

KPIs you may track for success: 

  • Repeat Customers: How many keep coming back for more? 
  • Engagement Rate: We look at the engagement rate again here to see if users are sticking around to engage with your brand. 
  • Shares/Shout-outs/Reviews
  • Tagged Media
  • ROI: Besides your literal hard numbers above that you choose to track for success, be sure you focus on the ROI (Return on Investment). What is your time worth to you? If you were to break down revenue generated from the costs incurred, what would be the return? In reviewing your metrics, determine the revenue generated compared to the cost of your social media marketing (be sure you build in any advertising costs as well). Time is money, even if it is just looking at social media. 
  • Social Tools: Most social platforms offer built-in analytics tools (e,g., Facebook Insights, Twitter (X) Analytics, Instagram Insights) that provide you with data on your account’s performance. These tools are a quick win for tracking and give you helpful data (demographic or otherwise) on who’s engaging. 
  • A/B Testing: Try and experiment with different types of content, posting schedules, and ad campaigns. Run A/B tests to figure out which approaches yield the best result. 
  • Customer Feedback: Pay attention to comments, reviews, and direct messages from your audience. This qualitative feedback is also insightful to see how your social presence is being perceived. 

Oftentimes, we get asked what growth rate is considered “good” for each metric. For example, “How many website visits/week is considered good”. Not a single person can give you this number without first understanding the ins and outs of your business and the data you already have. 

What’s more important when building your social strategy is to line up your efforts with your business goals and a unique buyer journey. When you see where your customers are, you can develop unique goals for each phase of the above journey and track those metrics. Growth looks different for every business. Progress is what matters more in this case. 

Are you looking for help with your social strategy or advertising? We would love to chat. Give Onya a call today to get started!


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