Social Media Tracking

By: Matt Fazio, Ph.D. CAD Coordinator

We all see it, and we all know it: it's 2020 and people are using their phones every chance they get. As a small business, one of the best ways to reach your customers is through their phones. In a recent study by PR News, social media is used by over 75% of small businesses. That is great, but the vast majority of those organizations aren’t really sure how to use it efficiently. Knowing that social media is a good place for your business to be and spending the time and resources is a good thing, but it might not be enough. Businesses also need to track their results. How are you sure if you are getting the most out of social media?

After determining which platforms you should be using, the next step is to track your progress. Here are four social media metrics you should know about your business.


Businesses often like to see their post reach and engagements (likes and shares). But keep in mind, you should not only look at your numbers, but take time to analyze them. What are the numbers telling you? What types of posts are getting shared the most? What time are you posting your initial content from your successful posts? There may also be times when you think you have a great post, but it had very little reach. Should you have included a picture or a link? Determine which numbers are most helpful for your organization and track them over time to see growth and development.


Social media is great for brand presence, but ultimately businesses are looking to drive people to their website. Track your click-through rates directly on your website to see how many people are coming from your social media channels. It is also interesting to check what types of posts are receiving the highest click-through rates.


To ensure that your social media presence doesn’t get stale, make sure your audience is growing. Always take baseline metrics and shoot for growth. Now, especially with sites like Facebook and Instagram putting so much efforts on promoted posts (posts you pay for), your audience base will be essential for your organic reach. Think of creative ways to grow your audience base.


There are many ancillary benefits of social media, but probably none as important for a small business than actual leads. So many of the metrics can be tracked directly on the social media channels, but I encourage you to track your leads on your own, too. If a client mentions that they found you on Facebook, make sure to make a note of that. This will help to determine the overall success of your efforts.

Many small businesses know they should be using social media, but don’t know how. What channels should you be using? How often should you post? Where can you get enough content to post original material? The social media component of marketing is changing rapidly, and if you would like support for your organization, reach out to me directly. We can schedule some time to develop a plan and a tactical approach to get your organization’s social media producing results!

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