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 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.

All Metrics

Social Post Metrics

Metric Description
Link Clicks The number of clicks on shared links in your posts
Conversions The number of website conversions originated from social media.
Potential Impressions The number of times your posts were potentially seen 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 Reach The potential number of people that were exposed to a shared post.
Media Clicks The number of times a media such as an image or video in a Tweet has been clicked. See Twitter Insights.
Detail Expands The number of times a Tweet was clicked on to see more details. See Twitter Insights.
User Follows The number of times the Tweet's author has been followed from a Tweet. See Twitter Insights.
Hashtag Clicks The number of times a hashtag in a Tweet has been clicked. See Twitter Insights.

Social Profile Metrics

Metric Description
Followers The total number of followers or connections the profile has.
Mentions The total number of times the profile or page were mentioned in a public feed.

Potential Impressions on Twitter

Oktopost calculates the potential number of impressions for Tweets as the number of followers you had at the time the post was published in addition to the number of followers each of the users who retweeted the post had at the time of the retweet.

To view the actual number of impressions on Twitter, you can purchase Twitter Insights and receive the metric directly from Twitter's Gnip API.

Engagements on Twitter

Oktopost calculates engagements as the sum of all link clicks, likes, comments, and shares your posts generated. Twitter calculates engagements as the total number of times a user interacted with a Tweet. Clicks anywhere on the Tweet, including Retweets, replies, follows, likes, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion will count as an engagement in Twitter's native analytics. Naturally, there will likely be a discrepancy between Oktopost's engagements and Twitter's engagements, but this is done so that all of the Social Networks are on the same standard for what counts as an engagement.

Metric Availability Per Network

Metric Facebook Twitter LinkedIn Instagram
Link Clicks -
Conversions -
Potential Impressions Pages Only Pages Only
Shares Pages Only -
Post Clicks - - Pages Only -
Media Clicks - - -
Detail Expands - - -
User Follows - - -
Hashtag Clicks - - -
Followers Pages Only Pages Only
Mentions Pages Only - -

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