Skip main navigation

Understanding social media metrics

This step introduces learners to the social media metrics they should focus on when measuring brand engagement.
Social media can drive value at all stages of the customer journey. It’s important to understand which metrics to focus on, based on your wider objectives.

While the metrics on key social media platforms are very similar – likes, comment etc – their meaning and ultimate value are not directly comparable.

Visual representation of the customer journey through social media This infographic gives you a simple overview of the metrics you should be referencing at each stage of the customer journey.

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

For instance, a like on Instagram happens in a different context, via a different interface and for different reasons than a like on Facebook.

Similarly, off-platform metrics such as ‘traffic’ and ‘conversions’ are hard to compare between platforms, as their ecosystems work in different ways to retain users.

Consequently, while you can aggregate your social results into categories (reach, engagement etc), make sure to keep them separated too.

A list depicting the engagement hierarchy

Above is broad hierarchy for categories of engagement

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

Join the discussion

Which types of social media interactions do you most commonly use in your personal life and why? e.g. Do you share content with your friends? Comment on posts? Retweet videos? Compare your answers with other learners and don’t forget to like and reply to other comments.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

This article is from the free online

Understanding Social Media Strategy

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now