Social Media Marketing

Dr. Sumit Sangwan

Assistant Professor
Learning
Outcomes
After this lecture, you will be able to
• To understand the strategic importance of social media
metrics.

• Influencer-specific metrics

• Platform-specific metrics
 Social Media Metrics

• Measurements used to quantify and evaluate the

performance of social media activities.

• Effectiveness of their social media efforts.

 Reach

• Total number of unique users who have seen a

post, advertisement.

• Assess the visibility of social media content.

• Organic Reach
• Paid Reach
 Impressions

• Reach vs. Impressions

• Content Visibility
• Depends on all other metrics
 Click-Through Rate (CTR)

• Ratio of users who click on a specific link to the

number of total users who view a post,
advertisement

• Effectiveness of your social media campaigns in

terms of engagement and interaction.
 Engagement Metric

• How users interact with and respond to content on

a particular platform.

• Likes/Reactions

• Comments

• Shares

• Followers

• Views.
Conversion Rate

• Desired action (Call-to-Action)

• Calculation is similar to CTR.

Bounce Rate

• Navigating away from the site just after landing

page visit or without engagement.

• High bounce rate may indicate that visitors are not

finding the content they expected.
Page Views

• Total number of pages viewed on a website over a

specific period.

• It provides an overall measure of user engagement.

Pages per Session

• Average number of pages a user views during a

single session.

• It gives insights into how deeply users are engaging

with the content.
Landing Page

• Entry point for a website or a particular section of a

website.
Exit Page

• Visitors who leave the site from a particular page.

• High exit rates on specific pages may highlight

areas that need improvement.
Average Session Duration

• Average amount of time users spend on your site

during a session.

• It provides an indication of user engagement.

User Retention

• Percentage of users who return to the site after their

initial visit.

• High retention rates indicate sustained interest.

Scroll Depth

• How far users scroll down a webpage.

• It helps understand how much of the content users

are consuming.
Demographics

• Age

• Gender

• Location

• Language

• and all other relevant

These metrics collectively provide a comprehensive
view of user behavior, engagement, and the overall
performance of a website. Depending on your
specific goals and the nature of your website, certain
metrics may be more relevant than others.
That’s all for now…