12 must-have metrics for your social media dashboard
Wondering where to start on your social media dashboard? Well, you've come to the right place! Treat this blog post as a menu, in which you can self-serve yourself metrics for your social media dashboard. I've compiled my top 12 social media metrics, but you can always wander over to our Integrations section and choose more.
I have even more good news: building a social media dashboard isn't hard! Each of the metrics shown in this blog are only a few clicks away. All you need is a Klipfolio account (which you can set up for free), and then click the add a Klip button to add the metric to your dashboard. It's really that simple.
Social media dashboard
Before we dive into the individual marketing metrics, let's take a look at the final product.
View the live version of this dashboard
My aim with this social media dashboard was to display metrics my team can immediately action. My focus is on measuring engagement, interactions, and social actions from each social media platform we use. Before building your dashboard, its important to define your organizations KPIs. I've purposefully placed the "Total Social Media Conversions" Klip at the top left to emphasize the importance of social traffic to my website as a signal of the strength of my social media campaigns.
12 essential metrics for your social media dashboard
You can easily add any of these metrics to your dashboard. Just click the "Add a Klip" button, and follow the instructions in Klipfolio. Remember: You just need to be signed into your Klipfolio account to add these Klips. (Don't have one: create an account now). Learn how Klipfolio turns your data into insight.
Google Analytics
I strongly believe that social media campaigns (especially for B2B companies) need to show tangible results in terms of web traffic and conversions. For this reason I've given the Social Media Conversions metric such a prominent spot on my dashboard. Learn more about Google Analytics dashboards.
1. Total Social Media Conversions
See a summary of total social media lead conversions over the past 30 days.
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LinkedIn is an essential social media platform for B2B marketers because it allows you to connect to highly qualified business peers. The Key Metrics Klip also happens to be one of my favourite from a design perspective, too. Learn more about LinkedIn dashboards.
2. Key Metrics Over Time
See how your key LinkedIn metrics trend over time.
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Twitter epitomizes real-time social media marketing in mind. Brands are able to connect instantly with their audience to create truly unique experiences. The two most important measures of engagement are Retweets and Favourites. Learn more about Twitter dashboards.
3. Favourites
View the number of times your most recent 10 tweets were favorited and compare to the previous 10 tweets.
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4. Retweets
Get a handle on how many times your last 10 tweets were retweeted and compare to the previous 10 tweets.
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It's hard to imagine a social media marketing strategy without Facebook. I've included 3 Klips from Facebook, since I believe insight into your performance on that platform is crucial. Learn more about Facebook dashboards.
5. Like Sources
See a breakdown of the number of Page likes from the most common places where people are coming from.
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6. Page Stats
Monitor key metrics for your Facebook page at a glance.
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7. Page Visits
The number of visits your page received over the last 90 days and the average for each day over that period.
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I have a suspicion that many B2B brands are still trying to figure out how to best utilize Instagram (us included). One thing is clear: the potential for Instagram is huge. Learn more about Instagram dashboards.
8. Key Metrics
See your Instagram followers, following, and post numbers.
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YouTube
YouTube is a powerhouse of social media, and allow you to share video content with millions of users. Learn more about YouTube dashboards.
9. Channel Subscribers
Compare your lost and new subscribers over the last 30 days.
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10. Channel Views
For high-level insight, track your total channel views over the last 30 days.
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Bitly
Bitly is a fantastic tool for tracking link clicks across all your social media platforms. Not only that, but you can use Bitly to hide the ungainly tracking parameters you've appended to links shared via social channels. Learn more about Bitly dashboards.
11. Clicks by Day
See daily clicks to all your Bitly links for the last 30 days.
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Talkwalker
Talkwalker is fast becoming one of my favouite social media analytics tools. They do a few things really well, such as tracking social sentiment over time. Even better, you can use this metric even if you don't have a paid subscription to Talkwalker. Learn more about Talkwalker dashboards.
12. Social Sentiment Over Time
Understand the sentiment behind mentions of your company name across all media channels.
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Also see:
What are some good KPIs in Facebook?
Originally published November 2, 2015, updated Aug, 24 2020
