Facebook and Twitter Metrics

Social media metrics can be confusing.  Social data is hard because you might have to pull data from different websites and use different tools.  It also comes it different files and formats.   In order to properly track and measure your efforts, you need to define your metrics and define your metrics by site. Here is a breakdown of the basic Facebook and Twitter metrics you should be tracking.


  • Number of posts
  • Clicks and clicks per post
  • Likes and likes per post
  • Comments and comments per post
  • New likes
  • New unlikes
  • Net new likes
  • Negative feedback
  • External refers


  • Number of posts
  • Clicks and clicks per post
  • RTs and RTs per post
  • Replies and Replies per post
  • Net new followers

You can pull your post count, clicks, likes, comments, RTs and replies data from your custom publisher.  You can also pull this data from Facebook Insights (FBI).  Personally, I’m not a fan of pulling a FBI post level report because a custom publisher does a better job with presenting data.  FBI is an analysts nightmare!  There are just too many numbers and tabs to look at in an excel doc.

Once you have your number of posts, clicks and engagement metrics you can create your calculated metrics.  When I create a WOW social report, I look at my calculated metrics rather than total volume.  While looking at the total volume is helpful, it’s good to have an understanding of your efforts based on the “per post” level.

It’s easy to forget about some of the “uncommon” Facebook metrics such as negative feedback, external refers, and unlikes.  These three metrics can be found in a FBI page level report.  If you aren’t tracking your negative you should probably start.  When going through FBI, you can find this page towards the end of the report.  This report will give you:

  • Hide all clicks
  • Hide clicks
  • Report spam clicks
  • Unlike page clicks

It is important to have your social report pull in these numbers incase you see a spike.  You want to notice a spike in negative feedback before Facebook does.  Negative feedback does affect your page so it is important to track this daily rather than seeing a large spike a week too late.

Most social tools just pull in net new fans, while this number is helpful to see overall growth, you do want to be tracking unlikes and your net new fans metric cannot show you this.  For example, you can have 100 new likes and 50 unlikes, which will give you 50 net new likes in one day.  It may look like you are doing great in total you should be worried if you see 50 unlikes in a day.  That 50 unlikes is an important number to look into and it’s not something you want to miss.

In the reach tab of FBI (the page, not the report), scroll down to the bottom and you will find an External Referrers section.  Personally I like to know where our fans are coming from and this helps me get an understanding of fan acquisition.


I am a Social Media Manager/Analyst working in San Francisco. Before moving to San Francisco, I lived in Washington, DC and was working in the health field. For over 4 years, I have developed and implemented marketing strategies and campaigns to drive social growth.

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Posted in Digital Media Metrics & Data

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April 2013
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