For small business owners, non-profits, and associations, social media marketing isn’t just about getting more likes and followers—it’s about reaching the right audience, building relationships, and driving real results. But how do you know if your efforts are actually working?
As a Tallahassee digital marketing agency, we help organizations like yours cut through the noise and focus on data-driven strategies that support growth. Here are the seven social media marketing metrics that actually matter in 2025.
1. Engagement Rate (Beyond Likes)
Engagement rate measures how actively involved your audience is with your content. It includes meaningful interactions like shares, comments, and saves—things that indicate your audience is truly engaged.
Why It Matters:
- Strong engagement shows that your message resonates with your audience.
- Helps non-profits and associations foster a loyal community.
- Platforms prioritize content with high engagement, increasing visibility.
Tracking this metric helps you refine your content strategy and build deeper connections with your audience.
2. Click-Through Rate (CTR)
CTR tells you how often users click on links in your social media posts, leading them to your website or donation page. This is especially important for businesses looking to generate leads or drive event sign-ups.
Why It Matters:
- Shows how effective your posts are at driving action.
- Helps non-profits measure campaign impact and fundraising success.
- Crucial for social media advertising ROI.
A low CTR might mean it’s time to adjust your call-to-action (CTA) or content format.
3. Conversion Rate
For businesses and organizations, the ultimate goal of social media isn’t just engagement—it’s action. The conversion rate measures how many people take the desired action, like signing up for an event, making a donation, or purchasing a product.
Why It Matters:
- Ties social media efforts directly to revenue and impact.
- Helps non-profits optimize fundraising and volunteer recruitment.
- Justifies social media investment to board members and stakeholders.
Tools like Google Analytics and Facebook Pixel can track conversions from social media traffic.
- Social Share of Voice (SOV)
SOV measures how much of the online conversation your organization owns compared to competitors. It’s a great way to assess your brand’s presence and authority in your industry.
Why It Matters:
- Helps small businesses stand out in a crowded market.
- Allows associations to measure industry influence.
- Provides insights into brand awareness and reputation.
Using social media listening tools can help track and improve SOV over time.
5. Social Media Referral Traffic
This metric measures how much website traffic is generated from social media, making it essential for businesses, non-profits, and associations looking to increase sign-ups, sales, or donations.
Why It Matters:
- Shows whether your social content is driving real traffic to your website.
- Helps non-profits measure success in attracting new supporters.
- Allows organizations to attribute traffic to specific social platforms.
How to Track It:Use Google Analytics to check Acquisition > Social > Network Referrals and see which platforms drive the most traffic.
Final Thoughts: Making Social Media Metrics Work for Your Organization
For small businesses, non-profits, and associations, social media is a powerful tool—but only if you’re tracking the right metrics. Prioritizing engagement, conversions, and acquisition costs ensures your efforts lead to meaningful outcomes.
If you need expert guidance, our team at RBOA, a trusted Tallahassee digital marketing agency, specializes in helping organizations like yours make the most of social media. We can help grow your brand and achieve your goals.
RBOA is a digital marketing agency with a 40-year legacy of creativity, smart strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.