How to measure social media growth

In a world of influencers and Instagram celebrities, it can be confusing to know both how to optimise growth and also set realistic but ambitious targets. 

What is a vanity metric and how can you create a SMART goal?

Likes, retweets and the number of followers can all be classified as vanity metrics. Whether they are or not depends on your overall goals as a company.

Your goals need to be realistic but ambitious - and that’s where a goal becomes a SMART one. 

To set your goals you need to have some baseline data. For our clients, we can usually take this around the 3 month mark. 

Keep a consistent approach

We recommend that 3-6 posts per week per platform is needed to continue to see an overall growth in your social media platforms. However, you also need to work out what’s a realistic number of times to post for your company - this needs to remain constant week on week. 

The reason for this is you could just keep on posting more and more to boost statistics like page reach or impressions - however this is just adding noise to an already busy world of social media. The value of each of your posts can - and will - continue to increase with careful monitoring and adapting of your social media approach. 

Remember your website


As with any business, the overall purpose of social media is to drive people to your website. At the end of the day, this is what is going to get prospective customers purchasing from you, or engaging with your services. 

You may have so much to say - but it’s crucial to strike the right balance between simplicity and packing as much substance into the post as possible.

Social media platforms can tell you how many times users have clicked on links within your posts. These are the ‘link clicks’. However this statistic isn’t broken down into clicks on articles which aren’t on your website and those which are.

This is where Google Analytics comes in. Under ‘Acquisition’ on your Google Analytics, click on ‘Social’ and you can see the number of users who have come to your website from a social media platform - and a breakdown of what that social media platform is. 

Flexibility is key

We’re all constantly on the move. How people are consuming social media is also constantly changing - we’ve observed changing habits during the course of the COVID-19 pandemic. COVID-19 has massively reduced the number of people who are scrolling through social media on their morning commute, for the very reason that for most people, there’s no longer a commute! Although this does bring some benefits - people are potentially viewing content for longer as they have more time. They’re also using platforms like Instagram more. 

It’s vital that between each month you’re looking at how each month has altered. It’s crucial to identify these trends so you can adapt your approach.

How can we help?

We have a number of social media services - whether you’ve been venturing into social media for the first time or haven’t got as far as creating your accounts yet. We’ll work with you to develop a bespoke social media strategy and help you set SMART goals for your platforms.