Is Your Social Media Working? Here’s How to Actually Measure It
You’ve probably heard the old saying: “You can’t manage what you don’t measure.” When it comes to social media marketing, that couldn’t be more true.
At ZC Productions, one of the most common objections we hear from business owners is:
“I don’t want to just throw money at something if I don’t even know it works.”
Fair enough — no one wants to waste their marketing budget. The good news? You can track real data to know exactly what’s working (and what’s not). Let’s break down the three types of social media metrics that matter most — and how to measure them.
1. Vanity Metrics: Likes and Shares
Sure, they’re called vanity metrics, but likes and shares actually matter more than you think. Here’s why: every like, comment, and share sends a signal to the platform’s algorithm that your post is engaging and worth showing to more people.
On average, only about 10% of your followers see your posts — unless your content keeps people scrolling. The platform’s goal is to keep users on the app (so they can show more ads). If your content helps achieve that, the algorithm rewards you with reach. So while likes and shares don’t directly generate sales, they fuel visibility — and visibility drives opportunity.
✅ Action Step: Track your top-performing posts by engagement rate. Identify what kind of visuals, captions, or hooks grab your audience’s attention, and make more of that.
2. Comments: The Algorithm’s Goldmine
If likes and shares boost visibility, comments build depth. When someone takes the time to write a comment, it tells the algorithm:
“This content is worth engaging with.”
That level of interaction helps platforms like Facebook, Instagram, LinkedIn, and YouTube learn what users enjoy — which improves their ad targeting and, in turn, rewards you with better reach. The more comments your content gets, the stronger your relationship with the platform becomes.
✅ Action Step: Ask questions in your captions or encourage followers to share their opinions. More conversation means more visibility and stronger signals to the algorithm.
3. Conversions and CTAs: The Metrics That Matter Most
At the end of the day, the most important metric isn’t likes or comments — it’s conversions. Your Call to Action (CTA) is the number that ties your content to real business growth. This could be:
A lead form submission
A quote request
An e-commerce sale
Or even a phone call or appointment booking
Once you know what action means success for your business, set up a system to track those conversions directly back to your content.
✅ Action Step: Use UTM links, tracking pixels, or CRM integrations to see which posts or campaigns actually drive leads or sales.
Building a System That Measures What Matters
There are hundreds of metrics you could track — but start simple:
Track likes and shares to see what’s popular.
Track comments to understand what inspires real engagement.
Track CTAs to measure the true impact on your bottom line.
From there, create a Standard Operating Procedure (SOP) for reviewing these numbers monthly. Over time, your reporting will become more refined, your insights clearer, and your results stronger.
Need Help Measuring and Managing Your Social Media?
Setting up all of this data tracking can be frustrating — but it doesn’t have to be.
At ZC Productions, we specialize in social media content creation, management, and analytics that turn data into strategy. Our done-for-you social media marketing packages include everything from content planning and production to posting, reporting, and optimization.
🎯 Book a 45-minute discovery meeting today to learn how we can help you build a content system that actually drives results. (There’s a convenient calendar widget right on our website — just pick a time that works for you.)
