The social media ROI is one of the most important key performance indicators (KPIs) in marketing. It is often given in percent. KPIs allow you to compare and contrast different marketing channels to determine the effectiveness and efficiency of each channel.

Unlike metrics like likes or shares, which are specific to social media, you can easily compare the ROI of all your social networks with that of your search advertising or email campaigns. This is because analyzing your ROI through multiple channels enables you to streamline the impact of all of your marketing efforts with one clear, precise, single measurement. Based on this analysis, you can immediately see which social networks are the most profitable and cost-effective for your company.

How do you measure customer loyalty on social media?

Engagement is often seen as one of the most valuable metrics for measuring lead generation on social media. However, when it comes to customer loyalty, you need to consider a variety of factors. For example, are you targeting the right audience, how will your audience interact with your brand, and what are your audience doing to connect with your brand and spread your content? A large follower base and lots of high quality posts mean nothing if users aren’t really interested in your offer.

To measure engagement, you need to measure user responses. The reality of modern social media is that people see a lot of news and fresh content every day. When a consumer is interested in a piece of content, they take a moment to comment or like a post. Customer loyalty on social media is a one-time thing. In fact, it shows that in a well-populated community, the user is interested in getting your brand public.

Measurement of customer loyalty

Retweets, likes, bookmarks and the time you spent watching your stories or videos can all be monitored in real time. To do this, you need to use social analytics software and web tools. You can also measure customer loyalty using a specific formula: customer loyalty = (number of interactions / reach of posts) x 100.

Measurement of negative customer loyalty

Negative feedback is another form of customer loyalty. Even with a negative comment, you can know what a customer thinks of your business. By taking the time to comment, the consumer is, in a sense, showing that they are expecting a correction which, in turn, can improve their experience.

How do you measure the success of social media marketing?

As mentioned earlier, KPIs help your company make decisions. There are a few indicators that are discussed in turn below. Each indicator should be monitored according to the goals you have set yourself. For the sake of simplicity, we’ll group them into four sub-categories.

To reach

The reach metric shows you how far your content goes in relation to the audience. In other words, it is an indication of the number of people who have seen your publication once. However, reach as a success metric should be used with caution. This is because the reach metric is often an estimated number. The benefit of this, however, is that you can quantify the size of your potential audience. For example, a reach of 10,000 means that 10,000 people will see your publication at least once in their newsfeed.


The impression metric should be distinguished from reach. It corresponds to the number of times your publication appeared on the screen. This content can be seen multiple times by the same person. For example, if your reach is 1,000, as in the previous example, and the number of impressions is 10,000, it could be assumed that users have seen the publication 10 times.


Mentions are the number of times your content has been mentioned by a person or an influencer. This is a way to reach out to more people. Getting mentioned often can mean that your content will be liked for its quality. For example, if a person or influencer mentions you in a post or shares your content, they use the @personname feature. You will receive a notification that you were mentioned.


This indicator corresponds to your number of subscribers. You can follow its development. Their increase or decrease should be watched closely as it correlates directly with the quality of your content. You can also use this indicator to learn more about your community’s profile (e.g. gender, age, or location).

To measure the reach of your posts, impressions, mentions, and your community, you can use social media tools like Facebook Insights, Instagram Insights, and Twitter Analytics. Every platform has its own characteristics. For example, you can use LinkedIn Demographics to learn more about the professional characteristics of your website visitors. Facebook Insights enables you to find out the activity times of your community.

There are alternatives to the built-in tools to find out the results of your actions on social networks. This is the case with tools like Hootsuite or CX Social, to name a few.

How do I optimize content for social media marketing?

Ensuring an effective presence on social networks is a marketing challenge for all companies. Global login statistics show that potential customers are online more often than anywhere else. This means that companies have to embrace digitization, which is at the heart of marketing strategies today.

Methods for social media and optimization of your marketing strategy

All companies are now present on social media, but not all have the same results. There is a need for information with high added value for Internet users, but the publication medium plays an equally important role. When communicating about your products, the approach must also be designed in such a way that it arouses the user’s curiosity.

Adapt your brand to your audience

In social networks, you have to adapt to the sensitivities of your community, depending on the medium on which you communicate. Long texts are usually not welcome. The preferred format on social networks are pictures and videos, which could explain the growing success of TikTok and Instagram Reels.

When should I post on social media?

The timing, frequency, and target audience of each post should be carefully considered.

Some platforms help you to automate your communication on social networks. From one interface you can control all your social media pages, plan and plan up-to-the-minute posts and analyze your marketing strategy.

Of course, one of the main advantages of such a tool is the ability to sync your posts across all social networks. In addition, you can track your audience in real time to measure and analyze the reach of each action.

Communicating on social networks to make money is more challenging and complicated than you might think. With innovative tools to automate and professionalize this communication, the company can only achieve its goals.


In summary, when approaching your social media strategy, it is important that you always consider all of the above factors in light of your brand’s marketing KPIs to determine the success of your campaigns.

Jenny Stanley is the managing director of Appetite Creative.