social media management, social media

Is Your Social Media Content Working? 4 Questions to Ask

You’ve been posting consistently on social media, sharing valuable content, and interacting with your audience. But are these efforts paying off? Just like you’d make a checkstub to confirm if you’ve been paid properly, you also need to evaluate the effectiveness of your social media content. 


In this friendly guide, we will walk you through four key questions to ask that will help evaluate your social media strategy’s effectiveness. Let’s dive right in!

1. Are You Meeting Your Goals?

Set Benchmarks

Before diving into analytics, you should have clear objectives for your social media content. Are you aiming for brand awareness, lead generation, or customer engagement? Once you know what you’re targeting, set specific, measurable, achievable, relevant, and time-bound (SMART) goals.

Evaluate Progress

Now, let’s see how your content is doing. If your goal is to boost customer engagement, for example, monitor likes, comments, and shares. On the other hand, if you aim to increase brand awareness, tracking metrics like reach and impressions can provide valuable insights.

2. Who is Engaging with Your Content?

Identify Your Audience

Knowing who is interacting with your posts can help you tailor your content better. Use social media analytics tools to see demographics such as age, gender, location, and interests. If you notice that a particular age group is more engaged, you could design future posts to appeal to that demographic specifically.

Example: A Targeted Approach

Imagine you run a health food store and notice that the 25-34 age group is more engaged with your posts about smoothie recipes. You might want to create a series focused on ‘Healthy Smoothies for Busy Millennials.’

3. Is Your Content Being Shared?

Importance of Shares

Sharing is caring, especially when it comes to social media. If people are sharing your content, that usually means it’s resonating with them. Shares also have the added benefit of increasing your content’s reach without any extra effort on your part.

Keep an Eye on Virality

Pay attention to the posts that get the most shares. Was it a funny meme, an insightful article, or an inspiring quote? Once you identify the type of content that gets shared the most, aim to create more of that.

4. What’s Your ROI?

Assess the Investment

At the end of the day, you want to know if your social media activities are worth the time and money spent. To calculate your Return on Investment (ROI), consider the costs associated with creating content, advertising, and management. Then, weigh these against the benefits gained—whether that’s leads, sales, or brand awareness.

Quick Tip: Use UTM Parameters

UTM (Urchin Tracking Module) parameters are essentially little markers you can incorporate into a URL. Once a user clicks on a link adorned with these UTM tags, the data is sent straight to your analytics software, allowing you to track the effectiveness of your campaigns in granular detail. This way, you can identify exactly which social media posts led to website visits, sign-ups, or sales, making it easier to calculate your ROI with precision.


Taking time to assess the effectiveness of your social media content can be enlightening. It’s like taking a snapshot of your strategy, helping you fine-tune your future efforts. So, remember to set SMART goals, identify who’s engaging, pay attention to what’s being shared, and calculate your ROI. This multi-pronged approach will give you a clear picture of your social media landscape, enabling you to adjust, recalibrate, and move forward with confidence.

Do Not Sell My Personal Information