Organic Social KPIs Worth Measuring

While paid social media efforts are important to include in your key performance indicators (KPIs), don’t forget to measure your organic social media efforts as well. Organic social media is highly cost-effective and plays a crucial role in your relationship with your customers. It should complement your paid advertising and provide an authentic look that defines your organization. With ads coming at consumers left and right, it’s refreshing for your audience to see engaging content that doesn’t feel like someone is constantly trying to sell something to them. It also continues to build relationships that bring more connections.

There are numerous data points to collect with social media, but here are a few of our favorite organic social KPIS: 

(1) Social referral traffic

Social referral traffic is traffic that comes to your website, mobile site, app, online store, etc., from social media platforms. The referral traffic often comes from backlinks and is frequently shared from one social group to another. This is important to monitor because it gets new users to your site and lets you see which sites generate the most traffic. Referral traffic can also boost your SEO, further improving brand exposure and recognition. To enhance social referral traffic, consistently post intelligent, relevant, and engaging content.

(2) Post engagement

The numbers don’t lie. Engaging posts are shared more, seen more, and rated higher in achieving the ever-changing algorithm quest. Engagement can come from the number of likes, clicks, comments, and shares your post receives. Strong engagement maximizes reach, which helps build your audience. Continued engagement will ensure audiences regularly see your content and help in creating a loyal following. We all have those favorite accounts we follow and constantly look forward to seeing what they post. Measuring post engagement is a good indicator that your content is interesting and resonates with your audience.

(3) Social referred conversions

Social conversion refers to the total number of conversions from social media and is typically shown as a percentage. Knowing this metric provides an understanding of the effectiveness of your posts and campaigns. Reviewing this KPI shows you which social channels perform better than others and gives insight into targeting future efforts. Sometimes it can be as easy as adjusting the time of day you post or adjusting your headline and as complex as restructuring your social media landing page on your website. If social conversions are low across multiple platforms, it’s time to reevaluate your overall strategy, messaging, and goals.

(4) Page follower growth

The number of followers and the speed at which you gain those followers can tell quite the story in your KPIs. If you recently launched a new product or campaign and saw an upward spike in followers, that is an excellent indicator that your audience approves of what they are seeing. It is important to analyze the type of followers you are gaining and if they align with your objectives. Growth can vary by industry and platforms, so regularly monitor this KPI to see what adjustments need to be made. Although promotions, sales, incentives, and giveaways provide opportunities for initial growth, a well-rounded social media strategy will help ensure you keep them.

Looking to increase your social media engagement? Reach out to our social media experts to help you deliver high-quality creative content that gets results.