social media statistics

General Stats

Interactions: The number of times that users interacted with your content across Facebook and Twitter. This includes everything from likes and shares to comments and retweets.

Unique Users: This tells you how many different individual users interacted with your Facebook and Twitter accounts

Impressions: The number of times users viewed your content across Facebook and Twitter

Facebook Stats

Likes: The number of users who liked your page so that your content has a better chance of showing up in their feed

Location: Where most of the viewers of your content are located

Shares: The number of times users shared your posts to their account

Age Group: The most popular age demographic for viewers of your Facebook content

Impressions: Impressions are the number of times a post from your Page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.

Stories: A story includes any type of Facebook action, including liking the account, commenting on a post, mentioning the page, posting to the page or RSVPing to an event

Twitter Stats

Follows: The number of users who followed your Twitter account so that your tweets show up in their home feed

Link Clicks: Tweets frequently have links in them to provide a way for readers to learn more beyond the 140 character limit. This number is how many times users clicked on links that were used to find out more.

Age Group: The most popular age demographic for viewers of your tweets

Mentions: The number of times other Twitter users mentioned your handle in their tweets

Impressions: The number of times other users saw your tweets in their stream

Retweets: The number of times other users retweeted your tweets into their stream, making your content viewable to their followers

Instagram Stats

Engaged: For this stat we added up the number of likes and comments on the pictures used across the month

Google Analytics Stats

Web Traffic: The number of times your site has been accessed

Social Traffic: The number of times your site has been accessed through links in social media posts

Top Social Referrers: The top social media posts that drove traffic to your site

Pinterest Stats

Followers: How many users follow your account

Following: How many users your account follows


Reach: Reach is the number of unique people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.


Engagement is the same as interaction. In this section of our social media newsletter we highlight a few things about your accounts engagement with others that month. We might highlight our strategy for engagement that month, top engagement categories, or particular kinds of engagement that went well.


Influencers are prominent people relevant to your industry active in social media. In our social media newsletters we list influencers with whom your account has interacted.

Featured Image by Jason Howie via Flickr