Understanding Social Metrics

Social networks offer dozens of metrics and KPIs that can be used to measure performance and show insights. But, when it comes to B2B marketing, there are only a few that really matter.

Oktopost provides you with the hard data that helps measure how well social media is affecting the marketing funnel, provides real lead attribution and demonstrates how well your content resonates with your audience.

Below you'll find a detailed list of the various metrics provided by Oktopost. Since each social network has its own rules of engagement, some metrics may apply to one network or the other, or mean slightly different things between each network.

Metric Description
Link Clicks The number of clicks on shared links in your posts
Conversions The number of website conversions that originated from social media. See how set up conversion tracking.
Potential Impressions The number of times your posts were *potentially exposed in someone's feed.
Likes The number of likes on shared posts.
Shares The number of times posts were shared or retweeted.
Comments The number of comments on shared posts.
Post Clicks The number of clicks on your content, company name, or logo. Excluding interactions. Applies only for LinkedIn.
Engagement The sum of all link clicks, likes, comments and shares your posts generated.
Engagement Rate The number of engagements relative to the number of potential impressions.
User Sessions The total number of times an advocate has signed into the social board.

Potential impressions are calculated and delivered by LinkedIn and Facebook. Incase of Twitter, you would need to purchase the Twitter Insights add-on to receive this metric directly from the network. Please read more about setting up Twitter Insights here.

Otherwise Oktopost will calculate potential impressions as the number of followers you had at the time the post was published and add the number of followers each of the users who retweeted the post had at the time of the retweet. Goolge+ on the other hand does not offer this metric.

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