What are key metrics to track in SMM for IT solutions?
1. Engagement Metrics
- Likes, shares, and comments on posts
- Post save or bookmark rates on platforms like Instagram and LinkedIn
- Click-through rate (CTR) on content or call-to-action links
- Time spent on linked blog posts or videos
- User-generated content mentions and tags
2. Reach and Impressions
- Total number of unique users who saw the content (reach)
- Total number of times the content was displayed (impressions)
- Growth in reach over time across platforms
- Viral reach from resharing and tagging
- Platform-specific visibility metrics (e.g., LinkedIn post views)
3. Audience Growth and Quality
- Number of new followers or page likes gained
- Follower demographics and job titles (especially in B2B IT)
- Follower retention and churn rate
- Increase in high-intent followers (e.g., IT managers, CIOs)
- Follower sources (organic, paid, referral)
4. Lead Generation and Conversion
- Number of form submissions or demo requests from social media
- Leads captured through gated content or chatbots
- Landing page conversions from social traffic
- Cost per lead (CPL) for paid campaigns
- Lead quality score based on social engagement history
5. Content Performance
- Top-performing posts by format (video, carousel, article)
- Engagement rate per post type or theme
- Content click-through rate vs. bounce rate
- Content shares and reshares by industry professionals
- Completion rate for long-form content (webinars, video explainers)