Social Media Metrics Every Investor Should Be Tracking (& What They All Mean)

Crash-course of social media metrics to be watching

If you were skeptical about the power of social media before the pandemic, it's been made apparent that social media can drive conversions in almost every industry. Investors that optimize those conversions by tracking the right metrics will be better suited for success.

We have collected some of the most important metrics to track as you watch your ads begin to generate results, and more importantly, what they actually mean and how they help you better understand your social media marketing performance.

impressions

Impressions are the number of times your content is shown to your audience, meaning one user can count for multiple impressions. Tracking your impressions helps measure your ability to get content in front of your audience.

With each user in your audience likely needing multiple exposures to become fully aware of your company, increasing your impressions will help you increase your awareness.

reach

Your reach is the number of individual users to see your content. When you reach a new user, they are getting their first exposure to your content and your company.

Similar to your impressions, increasing your reach will help to increase brand awareness and exposure to your company.

audience growth rate

The audience growth rate is the speed at which your number of followers grow.u Your audience growth rate is a more powerful metric than your pure follower count because it allows you to set more clear and actionable goals.

If your content impressions and reach are growing (meaning more people in your audience are being exposed) but your audience growth rate stays stagnant, consider potentially changing your content to better apply to your company, your services, or your audience.

click-through-rate

Your click-through-rate (CTR) is the percentage of times a user sees a link to your content and clicks on it. The real estate industry average social media CTR is 0.99%.

If your CTR is increasing over time, that indicates that your content is reaching the right people and interest and engagement in your content is rising.

cost-per-click

Cost-per-click (CPC) is the amount of money it costs you for each click on your ads. CPC varies depending on what your campaign objective is, with traffic clicks frequently being less expensive than lead forms collected.

If your CPC is increasing without an increase in your conversions, that can be an indication that your social media marketing strategy could use adjusting. Think about how you can optimize your content, wording, or branding to better relate to and connect with the right people in your audience.

response rate & response time

Response rate is the percentage of audience you or your team responded to, and response time is how long it takes to respond to your audience. Both of these are important internal metrics used to make better decisions and optimize your customer experience over time.

Increase your company's response rate and time on all social media communication channels (DMs, comments, tags, etc.) to optimize your customer experience on your social media accounts and increase favorable brand impressions from your audience.

Advertising on social media can be a kind of balancing act, especially for investors in the real estate market. Facebook and Instagram advertising rules are a bit stricter for those in the housing space, so knowing what metrics to track in order to implement small optimization strategies is a great way for you to position your company's social accounts in the forefront of your market.

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