12 Social Media Metrics You Should Be Tracking

What can we say about social media and its importance that hasn’t already been said a thousand different ways? Lots. Brands recognize its importance as a doorway into consumers’ lives. And with the right social media metrics, your brand can create messaging that resonates with the audience you have, and with those you wish to have. With that in mind, we’ve created a list of 12 under-appreciated social media metrics that you should be tracking.

Those twelve are:

  1. Topic Comparisons
  2. Sentiment Drivers
  3. Sources
  4. Crosstab Analyses
  5. Trend Analyses
  6. Languages
  7. Conversations by Location/Geographies
  8. Relevant Hashtags
  9. Brand Passion
  10. Customer Care Efforts
  11. News vs Social Comparison
  12. Influencer Engagement

And these statistics attest to importance of them for marketing:

Additionally, 81% of organizations use social media analytics tools, stiffening the competition to be heard and noticed online. Let’s dive into those metrics!

1. Sources

One of the top three challenges that social marketers say they face includes identifying and reaching their target audience. You may be on Twitter, tweeting with the best of them. But if your audience is primarily on TikTok, or Facebook, you’re not only missing out, but you’re wasting time, energy and money! Having social media metrics helps you identify your audience and where they’re talking. Without knowing where to share your amazing content, you’re tossing it into the vast online void and hoping for the best. And that rarely works out.

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 2. Identifying Hashtags

You might be thinking that hashtags are overused, and therefore not as critical as they once were. This is partially true, of course – as they’re certainly overused. But if you know how to identify the right hashtags, they can be invaluable for your brand.

As an example, for brands on Twitter, the use of hashtags can increase engagement up to 50%.  And it’s not just Twitter, using hashtags on Instagram and Facebook also increase engagement. So, hashtags work – you just need to find the right ones.

Here’s how: Using social media metrics, we identified the top trending hashtags for “sustainability.” As a brand, engaging consumers by talking about the hot topics of the day is one way to capture their hearts. Sustainability fits that bill. And the related hashtag #inclusion shows the most traffic, indicated by its size. Creating a post on how sustainability and inclusion work together could win the attention your brand wants, and it can even put you in front of new customers.


3. Crosstab Analyses

A crosstab analysis identifies what consumers are thinking about specific things. For example, you can compare brand attributes such as price and quality, and then compare mentions, posts and sentiments within each attribute. Or you can look at emotional targeting. As a brand identifying what your consumers want, need, love, hate or wish you offered is critical. A crosstab analysis helps you sort out where you stand in comparison to your own activity last year -and against your top competitors. It’s. a great way to improve and protect brand health.

4. Topic Comparisons

Comparing topics reveals what is resonating with people – and it can also be used to compare competitors. For example, if we wanted to explore the larger conversation about sustainability and renewable energy, we’d want to examine some overarching metrics to help us take the temperature of the room. We can quickly learn that although renewable energy is merely a subset of the larger conversation, it generates more positive sentiment than “sustainability.” But it’s important to note that those talking about sustainability are more passionate in their views than those focused on renewable energy. So it will be essential understand what is driving this intensity, or lack thereof, and speak to it in marketing efforts.


5. Net Sentiment

Consumer sentiments are fickle, just as fickle as the people who share them. And this why a sentiment analysis tool is critical. In NetBase Quid, we measure sentiment on a scale from -100 to 100, revealing what consumers feel about different subjects, trends and brands. And, because sentiment is ever fluctuating, brands need to track it over time to capture those shifts. What consumers feel one day may change drastically the next.

6. Sentiment Drivers

Sentiment is one thing – but understanding what’s behind it is vital if you’re going to establish and maintain connections with consumers. Understanding what is driving an emotion is the secret sauce when it comes to correcting negative impressions – and understanding what you’re doing right, so you can do more of it.

With over 3.6 billion people on social media and the number projected to increase to 4.41 billion by 2025, one negative feeling can travel far, and fast. Looking behind these sentiment drivers reveals attributes, emotions, behaviors and things that make sentiments happen.

Scrolling down the list of behaviors attached to a top beverage company, Buy is clearly marked in red, indicative of negative sentiment. Looking into it, there’s a large amount of people calling for consumers to stop buying this brand’s product due to price and the treatment of their employees.


This is valuable intel that will allow this brand to be proactive about its own brand health and hopefully avoid a impending PR crisis.

 7. Languages

What language is your audience speaking? If you’re getting lots of traffic from your Lebanese brothers and sisters, then it may be time to invest in a way to communicate easily and more effectively with them. Social media metrics which dial down and identify your audiences on a global scale, allowing you to connect with your far-off consumers, increasing brand awareness. Feeling recognized is important, and sharing campaigns in one’s native language checks that box pretty perfectly.

8. Conversations by Location/Geographies

Going hand-in-hand with identifying specific groups of people, it’s absolutely necessary to be able to get down to the street level and know what’s ticking locally to target individually. Discover tweets and posts and locate not just what country, but specific towns where various concerns or kudos are coming from. If you find a larger number of posts talking about something your brand offers, it’s time to reach out and ring their doorbell via social media and ensure any IRL storefronts are on the same page.

9. Brand Passion

How does your brand’s passion stack up when compared to others? A Brand Passion Index can help you visualize this by measuring a range of emotions such as love, like, dislike, and hate, aggregating the emotional findings along with behaviors, and creating a score.

For example, comparing two brands from entirely different categories, purely for demonstration purposes, we see Pepsi capturing the lion’s share of the conversation, but PetCo winning an impressive and highly passionate brand following. Both are in a great position right now, but if PetCo was an emerging competitor, it would be one for Pepsi to watch!


How passionate are your consumers?

10. Customer Care Efforts

54% of all consumers say that they have higher customer service expectations than they did just one year ago, so ensuring your services are up to snuff makes customer care efforts essential social media metrics to track. Compare how consumers feel about your product’s quality, price and availability while you’re at it.

For example, the chatter below is surrounding a top CPG brand captures concerns around Quality. Exploring posts powering this score, and the verdict is in: Most consumers find this brand’s water and chocolate products “gross.” And Price isn’t receiving any good news either – with this brand registering as more expensive than other companies.


11. News vs Social Comparison

Discover and understand any differences between what the news says, and what your consumers are saying. Sometimes they line up – sometimes they don’t. And basing your strategy on the wrong intel will cost you.

For example, here we see the conversation of Sustainable Living and how it’s a much more pressing topic via social media than it is in the news. These little differences can have a significant impact on your next product launch – or even on what that product is!


12. Influencer Engagement

Thirty-four percent of brands that run campaigns in-house say that finding influencers is the biggest challenge they face. That’s why your social media metrics need to offer influencer identification. You can track different influencers by follower count, identifying macro and micro influencers and – more important – track accounts over time to see their engagement rates, sentiment and volume. By identifying and tracking over time, you can see if they’re the right fit for your company before investing. And also if they’re actually influential with your target audience!

What else do you need your social media metrics to do for you? There’s so much more a social media analytics tool should have, and we offer all of it. Reach out for a demo and we’ll show you the potential you could be using to your advantage today!

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