SMEs measure social success by views
Small to medium-sized enterprises (SMEs) in the US mainly measure their social media success by the amount of views they generate, according to research from Clutch.
Views was the most commonly cited metric, with 51 per cent of respondents stating they used it to measure social media success.
Posts and interactions (both 34 per cent) were the next most frequently cited metrics, with audience growth (32 per cent) and shares (30 per cent) the next most common.
Interestingly, revenue generated (28 per cent) and conversions (22 per cent) were among the two least important metrics among SMEs.
According to the research, the most popular social platform by far is Facebook, with 89 per cent of respondents employing the channel.
Twitter (49 per cent) and LinkedIn (42 per cent) are less prominent, indicating Facebook is likely a more popular social channel for businesses to start out on, before expanding their social footprint to other platforms.