7 Important Social Media Marketing Metrics

In our global economy, the diversity of audiences has made the marketer’s job more difficult. Staying on top of trends, avoiding consumer intelligence pitfalls, and pinpointing the ever-changing voice of the customer are critical skills – and so is measuring your marketing performance.

With that in mind, we’ll share seven important social media marketing metrics that your brand should be tracking. Specifically, we’ll cover:

  • Brand mentions
  • Engagement
  • Sentiment
  • Share of voice
  • Demographics
  • Channels and domains
  • Top locations

With more brands jumping on the social listening train every day, brands that want to outgun their competitors need to take their social media marketing metrics seriously – as these stats suggest:

  • Brands are increasingly using social listening to monitor their social media marketing metrics. The consumer data analytics market is on track to reach over $10 billion by 2025.
  • Only 61% of marketers feel their strategies are effective, and 58% find audience targeting a challenge.
  • Adjusting your content and messaging based on your social media marketing metrics is critical since 61% of consumers are more willing to purchase from brands with unique marketing styles and content.

In this post, we’ll strike a balance between KPI’s and the metrics that connect you with the real world and help you make content that hits home. Let’s take a look!

2021 how to measure social analytics roi

Brand Mentions

Mentions aren’t the king of the hill when it comes to social media marketing metrics. And they are a vital component to understanding your brand awareness. Additionally, measuring your mentions and the sentiment they contain reveals consumer pain points you may not have noticed – and these are things you can address in your messaging.

Likewise, brand mentions are a sweet source of user generated content (UGC) that you can use to augment your content strategy. After all, people tend to trust other users over branded material, so it pays to keep a keen eye on consumer brand mentions and share the ones that stand out.


Engagement is an invaluable social media marketing metric as it helps you understand the reach of your content. And measuring this metric over time at key intervals using social media monitoring will show you whether this year’s holiday campaign penetrated your audience as deeply as last year.

Engagement works spectacularly as a social media marketing metric because it measures the value of a particular piece of content or an entire campaign. Understanding your engagement metrics allows you to tweak content, time of day, custom audiences, etc., until you get the recipe just right.


You can have all the engagement in the world, but if your net sentiment is in the dumps, then you have a big problem. As such, understanding the sentiment behind your engagement is one of the most essential social media market metrics available. Tracking sentiment gives brands and marketers a crystal-clear view of how consumers perceive their efforts. Armed with this intel, brands can amplify what’s working and scrap what’s not.

It’s important to note here that accuracy matters as not all social listening tools are created equal. The ability to dig into the posts behind the numbers is crucial so you can judge whether your AI is analyzing things appropriately – otherwise, your insights aren’t actionable.


Share of Voice

Share of voice is a valuable metric to measure since it tells you how many social users are talking about your brand in relation to your competitors. Monitoring this over time gives you a good understanding of whether your strategies are helping you to win a solid percentage share or not.

Additionally, there is a strong correlation between your share of voice and your general market share. That means if you’re capturing 20% of the social share of voice in your market, you can generally expect your market share to hang in the neighborhood of 20%. Share of voice is a powerful social media marketing metric that helps you capture a good overview of your category standing, and whether or not you’re taking your brand in the right direction

2021 how to measure social analytics roi


Demographic data forms a more comprehensive view of your brand’s audience by understanding who is talking about your brand and viewing your content. Since audiences never stay static, analyzing demographics as a social media marketing metric is super important. It helps brands better understand the topics of conversation among specific segments of your audience for improved psychographic targeting.

Demographic metrics allow you to understand the interests and professions of those discussing your brand to enhance campaign planning and optimization. Since audience targeting is such a critical aspect of your brand messaging, using demographic metrics reveals audience indicators over time that alert you to when it’s time to adjust your content to match their ever-shifting interests.

And then, in more advanced tools – like NetBase Quid – you can build a theme based on your audience metrics. This helps you find how your audience is responding to competitors’ campaigns in the same area, and to then capitalize on their shortcomings with your next endeavor.


Channels and Domains

Having solid numbers backing your post performance across social channels and domains allows you to evaluate how your owned content is fairing. It is also a great way to see whether your partnered content is meeting expectations and where you are generating earned media.

Earned media can happen anywhere online, but if you’re monitoring your channels and domains, you can catch it when it happens and then build your marketing towards those audiences to heighten your reach.

Doing the same with your partnered content lets you know when it’s time to hit the gas or apply the brakes on a project and move elsewhere. And obviously, it’s critical to monitor your owned channel performance, and with the proper social media listening tools, you can keep tabs on all of them in one window.

Using socal listening to analyze how influencers performing on each channel, and how they’re doing in comparison to each other

Top Locations

Geodata isn’t included on many of the internet’s lists of top social media marketing metrics – but it should be. Why is that? Because regional tastes and preferences matter. As we mentioned at the top of the post, our ‘always-on’ global economy is incredibly diverse, so often, our marketing can’t be of the one-size-fits-all variety.

Setting metrics around geolocation is a smart idea for your marketing team so you can track reach into specific locales and adjust messaging for new ones. Consumer perception varies widely according to regional norms, so the marketing you set up to sell your new burrito bowl might work swimmingly in California but fall flat in Kentucky.

Are your social media marketing metrics helping you create content that hits home with your audience? Reach out for a demo, and we’ll back up your marketing efforts with hard data that’s reliable – and actionable.

2021 how to measure social analytics roi

Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Media coverage for historical & real-time monitoring

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources