Key Metrics for Every Social Media Role

Are you doing a good job or is there room for improvement? Everyone involved in marketing asks that question, from the content marketer all the way to the customer marketing manager. Fortunately, it is easy to find out the answer. You can get the real scoop by analyzing certain key performance indicators (KPIs).
Each role has its own set of KPIs that need to be analyzed. First, find your job function, and then look for your specific role. For marketing, the job functions are separated by communications marketing, digital marketing, and customer marketing.
KPIs for Communications Marketing
If you handle the content, social media, or PR for a company, you need to keep track of specific KPIs. Find your role and learn about the KPIs that you need to track.
Content Marketer
If you’re a content marketer, you spend most of your days creating content that you hope people will love. Keep an eye on the right metrics so you’ll know just how well received that content is.
Unique Visitors
Blogs are the foundation of any content marketer’s online plan. You need to know how many unique visits your blog receives every day, week, and month.
Social Shares
You want your blog to go viral, and that won’t happen without social shares. You should check how many times your content was shared on various social channels, including Facebook and LinkedIn. Break it down by channel so you know where you’re excelling and where you need some work.
Average Time on Page
If people just hop on and off your blog, they aren’t really reading it. You need to know how long people are on your page so that you know how engaged they are. You should have a good idea of how long it takes people to read a post. Are they staying on the blog long enough?
Percentage of Blog Traffic
There’s a good chance your blog is only a part of your website. You need to look at the percentage of blog traffic that you receive when people visit the site. If you don’t receive very much, it’s time to make your blog more prominent on the website.
Return Visitors
Return visitors is one of the most important metrics you can track. You want people to come back over and over again. Find out if you have loyal customers or if people leave and never come back.
PR Specialist
If you are a PR specialist, it probably feels like you have a lot on your plate. You are involved in a lot of different tasks, and it is important that you track everything to know how you are performing at your job.
Active Coverage
You need to determine the coverage that your PR team has secured. Track this metric to find out if you are meeting your coverage demands.
Share of Voice
You don’t just want to keep up with your competitors. You want to beat them. Find out how you are stacking up by tracking your share of voice.
Potential Reach
Look at the viewership that each publication that covers you receives. The more viewership, the better the potential reach.
Sentiment
It’s important to look at the tone of the articles that are published about your brand to gauge the sentiment. Do people love your brand or does it leave something to be desired?
Advertising Value Equivalency
Look at how much you spend on advertising, and then factor in how much it would cost you to get the same results with ads. Analyze the impressions when gauging this metric.
Social Media Marketer
As a social media marketer, you are on the high end of the communications food chain. You need to keep everything running smoothly, so it’s essential that you pay attention to key metrics.
Managed Audience Size
Track the number of followers on each channel. In addition, look at the number of followers in total.
Total Engagement
How many shares, likes, replies, retweets, comments, and other forms of engagement do you receive across each channel? Add them up to get your total engagement.
Engagement Rate
Your engagement rate is also important. Take your total engagement and divide it by your number of followers. Do this for each channel.
Mentions
You always need to keep tabs on the number of mentions your brand gets across all social media channels. This will let you know how buzzworthy your brand is.
Average Engagement per Post
Each post is important in the social media world, and you need to determine how well received each one is. Look at the number of shares, retweets, likes, and other forms of engagement that each post receives.
Digital Marketing KPIs
Do you handle your company’s digital marketing tasks, such as search engine optimization or conversation rate optimization? If so, you need to keep track of specific KPIs.
Marketing Ops Manager
Marketing ops managers have a lot of data coming their way, but some of it is more important than others. Keep an eye on the most important KPIs.
Raw Inquiries
Whenever someone shows interest in what you have to offer by signing up for a blog, downloading an ebook, or completing another action, it is considered a raw inquiry. Add them up to find out how you are performing in this key area.
Qualified Leads Sent
Once leads are qualified, they are sent to the sales team. Keep track of the number of qualified leads you send out each month.
Leads Accepted by Sales
Your sales team might not accept all of the leads you send their way. Keep track of the number of leads they do accept.
Sales Qualified Leads
Your sales team will move some of your qualified leads into the sales cycle. Those are sales qualified leads and must be tracked.
Conversion Rate Between Stages
Track the percentage of leads that move through each stage of the process. The higher the percentage, the more effective your strategy.
Web Marketer
If you are a web marketer, you have some different KPIs to track. Keep an eye on each of these KPIs so you can be successful.
Overall Visits
Track the total number of visits the site receives. If a person visits multiple times, count each visit.
Unique Visitors
Then, track your unique visits. Each person counts as one unique visit, even if the person visits multiple times.
Visits per Channel
You have several channels that direct people to your website. These channels can include PPC, Facebook, and email. Count the visits that you receive from each channel.
Website Conversions
How many raw inquiries does your site receive? Each one is a conversion. Track them by acquisition channel.
Cost per Conversion
You pay a certain amount of money on marketing for each conversion you receive. Determine how much you pay per conversion to find out of if your marketing dollars are working for you.
SEO Specialist
You specialize in all things related to SEO, and it’s essential that you gauge your performance at all times. You can by keeping track of these key metrics.
Traffic from Organic Search
How much traffic does your site receive from the organic search results? Come up with the number and use it to determine if you’re bringing in enough organic traffic.
PageRank
Google gives each website a PageRank based on its algorithm. The algorithm analyzes the quantity and quality of inbound links when determining the rank. PageRank essentially tells people how important your site is.
Rank Increase to Target Keywords
You have keywords that you want to rank for on the search engines. You should constantly work to increase the rank for each keyword. Monitor the improvement for each keyword to see if your hard work is paying off.
Conversions from Organic Search
Track the number of conversions that you get from organic searches. For instance, if someone types in a keyword, finds your site on Google, and completes the desired action, you will have a conversion from organic search.
Acquisition Manager
As an acquisition manager, you have a lot of pressure on you. Your team counts on you to increase the conversion rate, and you need to monitor key metrics to make sure you are performing.
Number of A/B Tests
Find out how many A/B tests that you ran in the last quarter and set that as the benchmark. Constantly strive to at least meet the benchmark and, when possible, exceed it. Over time, set a new benchmark for your monthly A/B tests.
A/B Test Success Rate
You run tests with the goal of increasing a metric. Every time that happens, you have a successful test. Keep track of the number of successful tests you run. This will tell you if you are running the right types of tests.
Increased Traffic from Testing
Measure the increase in traffic for the month following a test. Successful tests should draw more people to your site, so this will let you know how your tests are performing.
Increased Conversions from Testing
Track the increase in the conversion rate that follows your tests. If you run the proper tests, your conversion rates should go up.
Increased Bookings from Testing
Increasing the quantity of your leads isn’t enough. You need to increase the quality, as well, so you should track the increase in bookings you receive following a test.
Customer Marketing KPIs
If you’re involved in customer marketing, you have one goal in mind. You want to grow the customer base. Let’s focus on the customer marketing manager, but these KPIs will work with other jobs in customer marketing.
Customer Marketing Manager
The customer marketing manager is in charge of all things related to customer marketing. You need to demonstrate solid growth for the health of your company.
Number of Upsells and Cross-Sells
You don’t just want to add more customers as a customer marketing manager. You also want to increase the amount that existing customers spend, which is why upsell and cross-sell metrics are so important. Find out how your team is performing in this area.
Gross Churn
Your bottom line is important, so you need to look at your gross churn. This refers to the amount of money lost without taking new, reactivated, or expansion revenue into account.
Net Churn
Net churn is also important. This refers to the amount of money lost after considering the new, reactivated, or expansion revenue.
Net Promoter Score
Finally, you need to consider your net promoter score. You will need to survey customers to come up with this score. The score will indicate how likely the customer is to refer customers to you. This will give you a good idea of how successful your outreach methods have been.
You will need to use a 10-point scale for the survey. People with scores of 0–6 are not going to refer anyone and actually don’t like the company. They are referred to as detractors. Those with scores of 7–8 are neutral, and those with scores of 9–10 are considered promoters. You need to come up with the percentage of detractors and the percentage of promoters. Subtract the detractors from promoters to come up with a promoter score. The higher the score, the more successful you are at your job.
Tracking KPIs is one of the most important things you can do as a marketing professional. Pay attention the right KPIs so you can meet your goals in the marketing world. Once you meet those goals, set even higher goals and reach those, as well. That is how you can become successful in marketing.
