We talk a lot about storytelling, but let’s be clear…. brands are not JUST storytellers. They’re conversation starters, relationship builders, and revenue drivers. But with every like, share, and comment, how do you actually know what’s moving the needle?

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Let’s talk about measuring your social media impact. It’s not about vanity metrics; it’s about meaningful impact that drives business forward. So here’s a short answer to how to get to the metrics that matter.

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Start with strategy, not statistics: Before diving into dashboards, let’s get crystal clear on your business objectives. Do we want to build brand awareness? Drive lead generation? Increase customer loyalty?

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Each goal requires a different set of KPIs:

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• Brand Awareness → Reach, impressions, share of voice
• Engagement → Likes, shares, comments, save rates, click-through rates (CTR)
• Lead Generation → Website traffic from social, conversion rates, form completions
• Customer Retention → Direct messages, brand mentions, response time, sentiment
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Mach Tip: Align every post with a strategic intent. If it doesn’t serve a purpose, it’s noise.

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Engagement > vanity: Yep, 10,000 likes sure looks good, but what does it actually mean? We suggest that you focus on engagement rates, which measure how actively your audience interacts with your content relative to your follower count.

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Why it matters: High engagement signals resonance.

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Mach Insight: Track saves and shares. These are powerful indicators of content your audience finds valuable enough to keep or spread.

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Sentiment speaks louder than numbers: Are your followers champions of your brand or critics?

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We use social listening tools like Brandwatch and Sprout Social to track:
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• Tone of mentions
• Customer feedback
• Trends and keywords associated with your brand
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This helps you adapt quickly, jump into relevant conversations, and build brand trust.

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Last thought: Measure metrics that matter to you. The right metrics aren’t universal – they’re tailored to your brand’s purpose and audience. When you measure with intention, you move from guessing to knowing.

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If you’re interested in having a custom audit of your social media strategy and performance, let’s connect.