Social media metrics fall into those that look good and those that say something. Follower count and impressions belong to the first group, because they grow even without any business effect. More useful are the engagement rate relative to reach, saves and shares as an expression of the content's real value, the number of click-throughs to the website, and finally the share of enquiries that came from the given channel. Measuring the last point requires tagged links and a question about the source in the enquiry form. It is worth evaluating monthly and against your own history, not against other people's averages. A useful addition is also an overview of the best- and worst-performing posts, from which you can derive which topics and formats to repeat.
See also: Social Media Algorithm, Channel grouping, Reporting cadence.
