You have an idea of who your buyer is, you’ve figured out what channels to use, and you have started posting on your social media channels. But how do you know if what you are doing is working? Are you posting the right content? Is your audience responding? Is there a return on investment, or ROI, in your social campaigns? Or, are you even investing in the right things?

That’s where social metrics come in. Let’s start by learning how to look at all of your data as a whole and set up some benchmarks for future reporting.

You’ll want to conduct a social media audit — a hard look at the data from all your social accounts and the social conversations about your brand and your competitors.