social media kpis that matter.
likes are not a kpi. here are the metrics that tie social to revenue — and the vanity numbers to stop reporting.
measure what moves the business: reach to the right people, saves, profile actions, leads and sales. followers and likes are the weakest signals.
most social reports are full of numbers that feel good and mean little. the job of measurement is to guide the next decision — and only some metrics do that. here is what to track and what to quietly drop.
— 01the vanity trap.
follower count and likes are the metrics brands obsess over and the ones that correlate least with revenue. a big following that does not act is a costly illusion. stop leading reports with them.
— 02metrics that guide decisions.
reach to non-followers (are you growing?), saves and shares (is it valuable?), profile and link clicks (is there intent?), and leads or sales (does it pay?). a good strategy reports these, with context.
— 03match kpis to the goal.
an awareness campaign and a lead campaign should not be judged on the same number. define the goal first, then the kpi. anything else is measuring for the sake of a slide.