The social media KPIs you really need to look at
4 key performance indicators for clever social media marketers
How to calculate the interaction rate:
interactions (likes, shares, comments, clicks, ...) /
followers or reach
* 100
= engagement rate
This example shows you the sum total of all interactions on Facebook. Based on that, the engagement rate can easily be calculated and compared with the previous period. Always keep an eye on the type of interaction: For some companies, a comment is the most valuable asset, while others set specific traffic targets. To the latter, the number of clicks matters more than the number of reactions.
How to calculate the average reach:
sum total of the reach of all posts / number of posts = post reach
post reach / followers * 100 = reach rate
Tip: Be sure to take a closer look at the composition of the reach. Meaning, you should find out to which parts it consist of organic, paid or viral reach.
A few words on viral reach: Viral reach indicates how many people see your content because someone else is talking about it, sharing something or giving it a like. They themselves are not (yet) fans of your accounts. For instance, if you create a post for a raffle, experience shows that viral reach will be high compared to the organic reach.