Imagine this: your brand’s digital strategy skyrocketing, engagement levels through the roof, and your audience hanging on to your every post. *swoon* Sounds dreamy, right? Believe it or not, you could make that dream your reality.

The key lies in understanding the true value of social media analytics and harnessing the untapped potential of data-driven insights. 

I know, I know, it sounds like we’re entering a forbidden land of charts and spreadsheets. But, I promise you, this is not your typical data-driven, snooze-fest. Buckle up, my friend, because we’re about to take a ride into the heart of the authenticity-data connection that will leave you wondering “Why didn’t I fully nerd out on data sooner?”


Here’s the BLUF (Bottom Line Up Front):

Use data to build real connections for your brand.

  • Forget boring spreadsheets for a sec and embrace the magic of relationship-based metrics. Engage with your audience, listen to their needs, and be a genuine friend.
  • Don’t forget your team. Foster collaboration and let their passion shine.
  • Keep an eye on the engagement rate, location tags, fan growth rate, and click-through rate. Adjust your content strategy, be creative, and stay true to your brand.
  • Social media is all about human connection, so nurture it and never stop improving.

Consider a Strategy + Discovery plan to align your efforts with your goals.


Let’s talk about the foundation of connection: relationship-based metrics.

Sure, they may not fit neatly into a spreadsheet, but they’re the cornerstones of building authentic connections. Think member trust and loyalty, employee engagement and talent attraction, brand awareness, and brand reputation. They’re the intangible magic that makes your brand stand out from the crowd. In a world craving genuine connections, the truth is, it’s not just about broadcasting your brand’s message. It’s time to invest in nurturing your relationships; both with your audience and your team.

Dive into the wants, needs, and pain points of your audience. Take the time to listen to their feedback, engage in meaningful conversations, and address their concerns. Show your audience that you’re not just a brand, but a genuine friend and ally.

And don’t forget about your team—the powerhouse behind your brand. When you foster a culture of collaboration, open communication, and shared values with your team, you encourage your team members to bring their unique perspectives to the table and empower them to contribute their ideas and insights. When your team feels valued and connected, their passion and dedication will shine through in every interaction.

At the end of the day, it is about more than just numbers; it’s about the real, meaningful connections we create.

 Next, let’s get into the numbers and what they mean.


Engagement Rate: The Attention Magnet

Let’s go back to that vision you had a few moments ago. Your engagement rate is soaring high! That means you’ve struck gold by sharing compelling content that truly connects with your audience. Those likes, comments, and shares are like digital applause, signaling that you’ve won the battle for attention. When it comes to engagement rates, this Social Media Industry Benchmark study shows TikTok leads the pack with an average of 4.24%, followed by Instagram at 0.60% (experiencing a decline) and Facebook at 0.15%. Twitter lags behind with an average engagement rate of 0.05%. A good engagement rate generally falls between 1% to 5%, but it becomes more challenging to achieve as follower count increases. Remember, engagement is the secret sauce of social media success!

On the flip side, if your engagement rate is lower than these benchmarks, it may be time to hit the pause button and reevaluate your content strategy. Don’t fret! It happens to the best of us. Take a step back, analyze what’s not working, and brainstorm new ways to captivate your audience. Maybe it’s time to add a pinch of humor, a dash of authenticity, or a sprinkle of creativity to spice things up. Experiment, iterate, and don’t be afraid to think outside the box! To help with this, Hootsuite offers a great guide with a few free calculators to help you find out your engagement rate by post and other kinds of engagement (like engagement rate by reach or engagement rate by impressions).


Location Tags + Mentions: The Recognition Game

Good, bad, or ugly, when someone mentions or tags your brand it’s an opportunity to listen, learn, and respond authentically. Pay close attention to these interactions because these connections are gold mines waiting to be explored. They can reveal valuable insights into how your audience perceives and engages with your brand. 

If you’re noticing some not-so-positive mentions, don’t shy away from them; embrace them as learning opportunities. They provide a chance to address concerns, correct misunderstandings, or offer support. Responding with empathy and authenticity can turn a negative experience into a positive one. It shows that you care about your audience and are committed to making things right.

Location tags are a whole different game. They provide an opportunity to tap into local communities and engage with people on a more personal level. When someone tags your brand in a specific location, it’s an invitation to connect with the local audience. Show appreciation for their support and engage in conversations that are relevant to that location. It’s a powerful way to build strong relationships with the communities that matter to your brand. 


Follower Growth Rate: The Magnetism Factor 

Who doesn’t love new fans? Sure, gaining new fans feels a lot like winning the Social Media lottery but…you guessed it. It’s not just about acquiring new fans; it’s about nurturing relationships. If your follower growth rate is ~1% per month on Facebook and Instagram, you’re likely doing a great job of engaging with your audience on a personal level by responding to comments, messages, and mentions. 

So roll up your sleeve and take it to the next level by giving your fans something special. Create exclusive content, behind-the-scenes peeks, or early access to new products or promotions. Make them feel like valued insiders. By offering unique experiences, you’ll foster a sense of loyalty and strengthen the bond between your brand and your fans. 

Tap into the creativity of your fans by encouraging user-generated content. By involving your fans in the conversation, you’ll form deeper connections and inspire others to join in.

If your fan growth rate feels stagnant or low, don’t worry; it’s a common challenge that many brands face. To turn things around, try adjusting your content strategy to align more closely with what your audience craves. Experiment with different formats, themes, and storytelling techniques to capture their attention and spark engagement. Use your unique voice, showcase what makes you special, and why. Now’s the time to stand on your brand’s values, voice, and purpose. Avoid falling into the trap of chasing trends or trying to be something you’re not. Remember, building a loyal fanbase takes time and effort. Be patient, stay consistent. 


Click-Through Rate: The Curiosity Quotient

According to Sprout Social, if you want to generate more sales, improving your click-through rate is one of the best things you can do. So, if you see a click-through rate of >2% on Facebook or Linkedin, give yourself a round of applause because you’ve nailed it! It’s worth noting that Twitter and Instagram’s click-through rate data didn’t make it to this analysis. A recent study by Social Insider proves Twitter falls short in delivering satisfying click-through rates and Instagram and TikTok don’t support link clicks. So, if you’re aiming for impressive CTR on these platforms, it might be wise to shift your focus elsewhere.

Your captivating calls-to-action, irresistible offers, and intriguing stories are hitting the mark. But regardless of your number, the journey doesn’t end with the click. It’s just the beginning. Once they’re in, captivate them with meaningful content that keeps them engaged and coming back for more. Whether it’s informative articles, entertaining videos, or thought-provoking discussions, be the brand that consistently delivers value and surprises. Your audience will be hooked, eagerly awaiting each new chapter you unveil. 

So, let your click-through rate be the fuel for your creativity and innovation. Analyze the patterns and insights it reveals, and use them to refine your content strategy.

So, there you have it! The authenticity-data connection is now your secret weapon in building real connections with your audience.  If you take away nothing else from this article, remember, social media is more than just a digital stage; it’s a platform for genuine human connection. Building authentic connections is not a one-time effort. It’s an ongoing process that requires continuous nurturing and attention. Your mission, if you choose to accept, is to go forth, measure your metrics and get down to business! 

If you’re wondering how you’re ranking against industry benchmarks, a Strategy + Discovery plan with Chatterkick sounds like just what you need! It’s an unbiased way to gauge how well your digital efforts align with your business goals. We take a look under the hood to see what’s currently working, and identify opportunities for new strategies to better align your efforts with your goals.

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Chatterkick Team

The Chatterkick team is made up of envelope-pushers, big thinkers, brainstormers, and conversation starters. We live and breathe social media advertising and all its analytics and data. We love to create engaged, happy social media communities around businesses, and we are dedicated to creating a glowing brand reputation, culture, and voice for our clients. This blog was brought to you in collaboration with multiple Chatterkick team members.