Understanding Social Media Analytics

These are the key terms you need to know.

June 27, 2019

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It's so easy to get caught up in posting on social media regularly, that we often forget the most important part of maintaining a social media presence: tracking analytics. Although it may sound daunting, monitoring your social media analytics is actually easier than ever thanks to the IQ Social Media Center. Instead of logging into each of your office's social media accounts individually to record and compare analytics, IQ pulls all of that data for you--all you need to know is how to interpret your analytics. So, here are a few terms that every social media manager should know.


Engagement is any type of interaction a social media user has with the content you post, whether it's likes, shares, comments, clicks, etc. Although you may think prioritizing gaining followers is the way to go, engagement is arguably the number that should be shaping your content strategy--not your follower count. It's relatively easy to build a large following, but it can be very difficult to develop an active audience of any size. Want some tips for increasing your engagement on social media? Check out our blog on social media best practices for Congressional offices!


Impressions (sometimes called "reach") are essentially the number of views you get on a particular post. Generally, more views is better because it means you're getting a lot of exposure. However, it's important to compare your impressions with your engagement. Getting thousands of impressions on a post is great, but if those impressions are only producing one or two engagements then it may be time to focus on the quality over quantity of your content.

Subscriber Growth 

Subscriber growth analytics will show you the general trend in followers you have on each social platform. Basically, it tells you how many followers you've lost or gained in the last week, month, etc. Audience retention can be just as important as gaining new followers. If you're gaining followers but not keeping the old ones, your content is failing to keep your audience's interest. You can fix this by getting to know your audience better, either by seeing what type of content they engage with or using audience demographics to inform your content strategy.

Audience Demographics

Audience demographics tell you who your audience is, whether that's based on gender, geographic location, interests, etc. Social media platforms collect this information from individual users to tell you who your followers are. Most platforms can even tell you what days or hours your audience is most active on social media. You can use all of these insights to inform not only the type of content you post but when you post it. Every social media user is different and chances are not every user will follow you on every platform, so it's important to share thorough and varied content on each platform to best match the audience. IQ's Social Media Center gives you the advantage of comparing demographic information for all of your social accounts in one place, so you can best match your content calendar to the interests and schedule of your audience.

With incoming mail, outreach, events, and everything else that's going on in a Congressional office, it can be hard to find time to analyze your social media strategy. However, with more and more people joining social networks every day, social media is an increasingly valuable tool for reaching your constituents and guiding them to your website. IQ's Social Media Center takes the confusion out of social media analytics by showing you everything you need to know all in one simple and user-friendly interface. Haven't set up your Social Media Center yet? Contact your ITC to integrate your accounts at no extra cost today.