Choosing the best social media KPIs for your particular needs
Social media KPIs are generally defined around three key focus areas: brand awareness, engagement, and lead generation/conversion. Examples of basic social KPIs include Impressions and Reach, which measure brand awareness, Total Number of Interactions (likes, shares, etc.), which represent forms of engagement, Click-Through Rate, and Conversions. Many social networking and video sharing services have their own platform-specific KPIs such as Number of Fans (Facebook), Top 5 Tweets by Engagement (Twitter), and Watch Time (YouTube).
The social media KPIs your organization, or departments within your organization, chooses to use will depend on your channels, project goals, and business objectives. For each department and project, your teams will need to define what their specific goals are, such as increasing brand awareness or generating new leads and then define social KPIs accordingly.