Have you ever received a “Page Insights Summary” email from Facebook and thought to yourself: “I have no clue what this means”? If so, you’re not alone. Often times, a client will ask me or my team members what these numbers mean, why they went up or down, and why they are important to begin with. The answer is simple: are your social media efforts yielding any form of ROI? These numbers will assist in providing you with an answer.

Each platform is different when it comes to what they call their analytic tools, but I’ve broken each one of them down for your understanding. Facebook and Instagram call theirs “Insights” and Twitter and LinkedIn call theirs “Analytics.” From these pages, you can see and track all sorts of important social media data. Depending on the platform, you can examine data from the last day, week, or month. LinkedIn lets you go as far back as a year, which is particularly useful for B2B businesses because roughly 80% of B2B social media leads come from LinkedIn.

Each platform may call certain metrics by different names, but here are just a few terms to be aware of:


The number of impressions a post has is how many social media users had it appear in their feed. Facebook calls this “Reach.” Although I like to see a high number of impressions, I don’t consider them to be the most important metric. Just because a post was viewable on a user’s feed doesn’t mean they saw it; this is where eye-catching design or messaging would be useful. However, the more impressions a post has, the more likely it will be engaged with.


An engagement is any time one of your posts is interacted with, including likes, comments, shares, or clicks. Most social media platforms allow you to track each of these types of engagements separately, so you can track whichever ones are most important for your goals. I typically encourage businesses to pay close attention to comments and shares, as they can greatly increase your overall impressions.


Although “organic” is a great way to market food, it has an entirely different meaning for social media. Organic social media is when you interact with other users or when you post without paying for it. Most social media metrics detail how many of your page’s engagements are a result of organic or paid posts.

Some social media platforms call their paid opportunities sponsoring (LinkedIn), boosting (Facebook), or promoting (Twitter and Instagram). If you decide to invest in posts, be sure to keep an eye on the metrics that mention these words to determine your ROI.

Social media is a tool to connect you directly with your audience, and it gives you an outlet to participate in meaningful conversation. If you need help managing your social media presence and decoding how your metrics can improve your marketing efforts, contact CreativeWorks Marketing today!