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Introduction to Strategic Social Media Communication

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Introduction to Strategic Social Media Communication

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Strategic social media communication is the purposeful, goal-oriented use of social media platforms to achieve specific goals and outcomes for a brand, organization, or individual.

Strategic social media communication means going beyond simply posting or sharing content—it involves planning, targeting, and measuring efforts to ensure that social media activities support broader business or communication goals.

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10 Key Features of Strategic Social Media Communication:

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10 Key Features of Strategic Social Media Communication:

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1. Goal-Oriented

Supports measurable business or organizational objectives (e.g., brand awareness, customer service, sales, advocacy).

2. Audience-Focused

Knows and listens to audience. Tailors content to the interests, behaviors, and platforms used by specific target audiences.

3. Competitive

Monitors competition and what they're doing well (or not) to identify opportunities and weaknesses.

4. Consistent Branding & Messaging

Aligns tone, visuals, mission and values with the brand identity across all platforms.

5. Content Planning & Work Flow

Uses content calendars, AI tools and other third-party tools to plan both organic and paid campaigns, schedule posts, coordinate messaging.

6. Engagement & Community Building

Creates and shares content that is not just promotional, but engaging and informational/inspirational. Responds to comments, fostering dialogue, and building relationships. Two-way communication.

7. Data-Driven

Measures success with meaningful metrics like reach, conversions and sentiment to guide future decisions.

8. Platform-Specific Strategies & Trends

Adapts content and tactics to the features and algorithms of each platform (e.g., TikTok vs. LinkedIn).

9. Crisis and Reputation Management

Monitors for issues. Includes plans for handling negative feedback, misinformation or PR crises effectively.

10. Integrated with Broader Digital Marketing Program

Coordinates with sales, PR and marketing teams for a unified approach.

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Step 1: Know The Big Picture & Stay Up-to-Date

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Step 1: Know The Big Picture & Stay Up-to-Date

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Key Stats to Know:

Most popular platforms - Facebook & YouTube

Why people use social media

Which channels are your target audiences, customers or donors using

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Data from SEMRUSH

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Slide 381 of Global Report

The global total increasing by 4.8 percent over the past year, thanks to the addition of 259 million new identities.

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Slide 375 We Are Social - Global Stats

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Slide 90 US Stats

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Pew Research Center: Internet, Science & Tech

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MORE FACT SHEETS: INTERNET/BROADBAND | MOBILE TECHNOLOGY

Today around seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.

When Pew Research Center began tracking social media adoption in 2005, just 5% of American adults used at least one of these platforms. By 2011 that share had risen to half of all Americans, and today 72% of the public uses some type of social media.

As more Americans have adopted social media, the social media user base has also grown more representative of the broader population. Young adults were among the earliest social media adopters and continue to use these sites at high levels, but usage by older adults has increased in recent years.

YouTube and Facebook are the most-widely used online platforms, and its user base is most broadly representative of the population as a whole. Smaller shares of Americans use sites such as Twitter, Pinterest, Instagram and LinkedIn.

Usage of the major social media platforms varies by factors such as age, gender and educational attainment.

% of U.S. adults in each demographic group who say they ever use ...

Note: Respondents who did not give an answer are not shown. White and Black adults include those who report being only one race and are not Hispanic. Hispanics are of any race.
Source: Survey of U.S. adults conducted Jan. 25-Feb. 8, 2021.

Pew Research Center

% of U.S. adults in each demographic group who say they ever use ...

Note: Respondents who did not give an answer are not shown. White and Black adults include those who report being only one race and are not Hispanic. Hispanics are of any race.
Source: Survey of U.S. adults conducted Jan. 25-Feb. 8, 2021.

Pew Research Center

% of U.S. adults in each demographic group who say they ever use ...

Note: Respondents who did not give an answer are not shown. White and Black adults include those who report being only one race and are not Hispanic. Hispanics are of any race.
Source: Survey of U.S. adults conducted Jan. 25-Feb. 8, 2021.

Pew Research Center

% of U.S. adults in each demographic group who say they ever use ...
Note: Respondents who did not give an answer are not shown. White and Black adults include those who report being only one race and are not Hispanic. Hispanics are of any race.
Source: Survey of U.S. adults conducted Jan. 25-Feb. 8, 2021.

Pew Research Center

Today around seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.

For many users, social media is part of their daily routine. Seven-in-ten Facebook users - and around six-in-ten Instagram and Snapchat users - visit these sites at least once a day.

Find out more

Follow these links for more in-depth analysis of the impact of social media on American life.

Social Media Use in 2021 April 7, 2021
Partisan differences in social media use show up for some platforms, but not Facebook April 7, 2021
10 facts about Americans and Facebook June 1, 2021
7 facts about Americans and Instagram October 7, 2021

All reports and blog posts related to social media.
CORRECTION (Jan. 11, 2022): A figure from a 2012 survey was previously incorrect in the "Who uses social media" chart. In February 2012, 81% of U.S. adults ages 18-29 said they use at least one social media site. No report of the Pew Research Center was affected by this change.

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MORE FACT SHEETS: INTERNET/BROADBAND | MOBILE TECHNOLOGY Today around seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.

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Facebook stands apart for its ability to function like a mini website + groups + local advantage.

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The average number of platforms used by Americans is 6. Worldwide is 7.  (Slide 373 of We Are Social)

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Most Followed Accounts on Social Media (2025)

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Data on social media platforms including TikTok, Instagram, X (Twitter), Facebook, YouTube, Twitch, and Threads.

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Step 2:  Platform Strategy: Where are your customers or donors? Where are your competitors? 

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Step 2:  Platform Strategy: Where are your customers or donors? Where are your competitors? 

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Stay current with platform stats and demographics

Choose platform demographics that align with your customers' demographics

Optimize Your About/Bio on each platform

Audit your own social media channels

Analyze and audit your competitor's social channels

For new brands and start ups, know it's okay to start with one or two channels

Be sure to look at lesser-known/smaller platforms too as listed in The Influencer Hub post below. Smaller emerging platforms are messaging apps and niche communities

Stay on top of trends and shifts in best practices

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Social media demographics to inform your brand's strategy in 2025

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Key Demographic Stats for Top Platforms in 2025

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Key Demographic Stats for Top Platforms in 2025

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Looking for the latest social media demographics for 2023?

You've hit the jackpot.

The importance of a data-driven social strategy can't be overstated - up-to-date demographics are crucial to marketers.

Because the social space is constantly evolving. With more networks available than ever before, you need to spend your time and budget wisely. Specifically, you should focus on where your customers are.

And while you may think you know which networks matter most to your target audience, 2023's numbers might surprise you.

Social media demographics: the numbers you need to know

From choosing your priority platforms to conducting market research, demographic data is key to understanding which networks and campaigns deserve your attention.

Want to know which apps are up-and-coming? Curious about new opportunities to cross-post your content? Worried that a network might be "dying?"

We've got you covered.

Below is our list of must-know social media demographics for 2023 (and beyond). These numbers are based on the latest research and social media statistics available at the time of writing.

And as an added bonus, we've also highlighted strategic takeaways for each network to guide your social marketing strategy.

Facebook demographics and usage

Takeaways from Facebook demographics for 2023

Facebook still remains the largest social platform among consumers and marketers.

Case in point: Facebook accounts for the bulk of Meta's ad revenue versus Instagram (58% to 41.5% of $121.9 billion).

Still, time spent on Facebook continues to fall as overall social media usage grows.

Following 2022's social media demographic data, younger users continue to flock to TikTok and Snapchat .

Instagram demographics and usage

Takeaways from Instagram demographics for 2023

The platform's growth remains steady after experiencing a boom period in recent years.

Instagram saw a small (but notable) flip in its age demographics. The platform boasts a slightly larger percentage of Gen Z users versus Millennials.

As far as social media age demographics go, Instagram maintains a firm hold on both generations - these groups make up roughly two-thirds of their base.

Losing its status as the "hip" social network to TikTok, the platform doubled down on Emphasis on short-form video seems to be paying off. In fact, Reels reportedly drive Reels. the most engagement on the platform.

TikTok demographic data and usage

Takeaways from TikTok demographics for 2023

TikTok's popularity and growth remain unprecedented. There are over 150 million active users on TikTok in the United States alone.

Not only is TikTok's user base booming but also its daily activity. TikTok boasts the highest average time spent per day of any network.

The fact that the platform's gender demographics are leveling out is also notable. Last year, the split was 61% female and 39% male. This signals TikTok's status as a staple social app among the population at large.

As more and more brands get on board, we're seeing influencers do the same.

TikTok is ramping up and "maturing" to meet the needs of its business-minded users. New features include more advanced ads and CRM integrations.

Twitter demographics and usage

Takeaways from Twitter demographics for 2023

Twitter's usage and growth have remained fairly consistent year-to-year.

It remains to be seen how the recent shake-up in Twitter's leadership will impact the app long-term. The same goes for features like Twitter Blue and the platform's ads.

Some reports note a spike in activity while others note a migration away from the app.

One-third of Twitter users are college-educated and make more than $75K annually, highlighting the platform's highly-educated and high-earning base.

Twitter's status as a place to discuss events and gather breaking news make it a prime place to share content and drive discussions.

Takeaways from LinkedIn demographics for 2023

Conventional wisdom might say that LinkedIn exclusively caters to an older audience. That said, Millennials dominate the platform.

LinkedIn continues to net record revenue and user growth. This growth was driven initially by the pandemic and continued during the shifting job market.

The platform's demographic of high-earning B2B professionals makes LinkedIn a potential goldmine for ads.

According to LinkedIn themselves, it's the top-rated social network for lead generation. This makes LinkedIn a prime source for B2B marketers looking for motivated audiences and communities.

Beyond the 200 million LinkedIn users in the US, the platform has a massive international reach.

Pinterest demographics and usage

Takeaways from Pinterest demographics for 2023

The platform saw a surprising spike in male users during 2021 but Pinterest's core demographic remains female.

The platform's dedicated base of 450+ million monthly active Pinners continues to grow. This number is up from 400 million in 2022.

Pinterest is perhaps the most produced-focused of any social network, signaling big opportunities for ads (hint: 45% of Pinterest users have a household income of $100,000+).

Shopping-centric organic content is fair game, too - almost 70% of users say they trust Pinterest and it's their favorite place to research products.

Pinterest is unique when it comes to demographics on social media due to its 1) gender split and 2) wide age range of its users.

Snapchat demographic data and usage

Takeaways from Snapchat demographics for 2023

Although Snapchat may not be the most talked-about or "trendy" network anecdotally, the platform saw growth in 2022.

Snapchat is still huge with the younger crowd, although it recently lost its top spot as teenagers' go-to network. The platform continuously emphasizes its popularity with Gen Z.

Even if you aren't active on Snapchat, it's a prime place for trendspotting and learning what younger consumers want.

With Snapchat's steady growth in revenue, the platform isn't going anywhere.

YouTube demographics and usage

Takeaways from YouTube demographics for 2023

YouTube's popularity among younger users highlights the ongoing, long-term shift toward video content.

The growth of YouTube Shorts is notable as the platform looks to tap into the power of short-form video.

Marketers note that YouTube is still a sort of land of opportunity advertising-wise. The platform's ad revenue held steady from where it was last year as it approaches $30 billion annually.

This revenue growth signals not only the platform's influence as a social network but also as a go-to streaming service.

Still, the majority of users claim to use YouTube for entertainment rather than to find brands and products. Brands still have a lot of work to do on the platform, finding a balance between entertainment and advertising.

Are social media demographics part of your strategy?

Keep in mind that this data is generalized across billions of users and serves as a starting point for brands looking to prioritize their social platforms.

If you're looking to expand your reach, we recommend looking into the demographic data from your own social presence to see how it compares to the averages above.

These social media platform demographics

Whether these numbers confirm what you already suspected or serve as eye-openers, make sure to bookmark them as you iron out your social strategy for 2023.

And speaking of which, make sure to check out our free social media templates to keep you organized every step of the way.

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Social media demographics to inform your brand's strategy in 2023

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Need an up-to-date list of social media demographics? Check out our breakdown of 2023's numbers and trends you need to know.

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Step 3: Set SMART Goals for Your Social Media Program or Campaign

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Step 3: Set SMART Goals for Your Social Media Program or Campaign

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What do want to accomplish by marketing on social media?

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From Hootsuite: How to Set Social Media Goals 2026

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BE consistent when posting from week to week

Plan and schedule posts - Stick to your schedule but experiment

Check out what's working for your competitors

Learn best practices for content creation

Plan a mix of content - The Rule of Thirds: 1/3 Promotional, 1/3 Engaging, 1/3 Educational & Informative OR 80/20 Rule - 20% Promotional and 80% edutainment and inspiration

Create a content calendar

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More detail on Hootsuite

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Social Media Marketing Ideas: 40 Ways To Freshen Your Channels

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Grow your social media presence with 40 actionable social media ideas and examples that will keep your audience engaged with your channels.

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I have included templates in the Resources. This is a student example of content for a campaign.

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Example - Social Media Content Calendar - MOMSCo

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Step 5: Evaluate and Measure Your Efforts 

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Step 5: Evaluate and Measure Your Efforts 

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Establish benchmarks - where did you start, where are now?

Use platform analytics (the data that is available to you with your business/professional accounts, i.e. Facebook's new Business Suite.

Tie KPIs to your goals

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Social media analytics is the ability to gather and find meaning in data gathered from social channels to support business decisions — and measure the performance of actions based on those decisions through social media.  (IBM.com)

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Asana

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The most important social media metrics to track in 2025

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From follower counts to post engagement percentages, the world of social media metrics can be confusing to wade into. On top of that, a new important metric seems to be created on a weekly basis.

What should you be tracking? Is it even important for your business? In this guide, we'll take you through the most basic metrics that every company should be paying attention to based on your goals. These are generalized across social media channels. The names of key metrics can vary from one channel to another, but we'll cover the core measurements that you'll want to stay on top of for your KPIs, goal setting and campaign tracking.

In this guide, we'll go over what social media metrics are, why they're important, how to find them and which ones you should be paying attention to. Specifics that you track will vary by industry, business and campaigns. Consider these as the basic metrics to build your approach to social media analytics around.

What are social media metrics and why should you track them?

Your social media goals are what determine your metrics. For every goal, you need a related metric, which will help determine if your social strategy is hitting the mark or not.

For example, your business goal may be to increase conversions. Therefore, your social media goal becomes increasing conversions from those that visit your site via posts that are part of your strategy. Now that you have a goal in mind, you can clearly identify which social media metrics to measure and a time frame in which to measure them. For example, increasing conversions from social by 25% in a three-month span. To meet this goal, you decide to run a campaign that will include ads, product tags and influencers. To measure this, you determine that you'll look at the social traffic and conversion rate metric from those posts in your website analytics.

Social media metrics are important because they prove you can measure how successful a campaign is, how well your social strategy is performing, and ultimately if you will have an impact on your overall business. Not only does having these metrics give you an opportunity to showcase the impact of your work to executives, but providing consistent social media metric reports can lead to major shifts for your social team, including budget increases and increased access to resources. And last but certainly not least, metrics keep you aware of general social profile and brand health - you don't know the impact of your social media presence until you have the data to back it up.

Measuring the right social media metrics

Every social media platform has its own native analytics for you to dive into. For Facebook, you'll find them in the Insights tab. In Twitter, you navigate to Twitter Analytics. In Instagram and Pinterest, you'll need business accounts before you'll be able to see your data.

If you're just starting out and have a low budget, visiting these native analytics resources individually can be a good starting point.

In order to minimize the time investment of pulling metrics from all these sources, find a social media analytics tool that fits within your budget and needs. The time you save on manually creating reports and pulling together different networks' data will more than make up for the money you spend on these tools.

In Sprout, all plans come with presentation-ready social media reports, filterable by platform and date. This means customized graphs and comparisons to a previous date range are all easily accessible to you and easy to surface up to team leaders and executives.

Whichever route you take, it's essential to monitor and document your metrics somewhere on a consistent basis and track your progress toward your goals.

Now that you know your goals and how to get your data, narrowing down metrics in a sea of options can be a challenge. Social data is so vast. We've used conversions as one example. However, what about some of the fluffier metrics? How should you be using those? The answer is about tying the metrics back to your goals. If you're looking to drive awareness through publishing, how many impressions are you driving? If you're looking to build a community, how many people do your posts engage on average? All metrics have meaning, it's about interpreting what that metric tells you and translating that back to your business goals.

Engagement: Likes, comments, shares and clicks

Engagement is a big umbrella category to track. It essentially boils down to how much audience accounts are interacting with your account and how often. Every network will have some sort of engagement metric that is a total sum of smaller engagement metrics such as likes, comments, and shares and many of them have more than one type of metric, or different naming conventions, such as Retweets vs. Shares.

High engagement rates will indicate audience health (how responsive your audience is and how many are "real" followers), interesting content types and your awareness of your brand.

At the granular level, you'll look at different engagement metrics:

Likes, Comments, Retweets, etc.: Individual engagement metrics like a Share or a Retweet add up. In a Twitter report, you'll see a total number of engagements per post or profile.

Post engagement rate: The number of engagements divided by impressions or reach. A high rate means the people who see the post find it interesting.

Account mentions: Organic mentions, like @mentions that aren't part of a reply, or tagging a brand in an Instagram story without prompting, indicate good brand awareness.

Like most metrics, looking at one engagement metric might not give you all the context you need to make full decisions for your strategy. Looking at a combination of metrics is a great way to learn more about what levers you can pull to meet your specific goals. For example, a post that receives a lot of likes but not comments or shares isn't always bad. The post intention could've been to present a beautiful image and a caption that isn't meant to be a call to action. But, if there was a call to action that encouraged comments and shares, then the lack of them could mean a poorly performing caption.

Looking at the full picture is great as your devising your strategy, but keeping a close eye on one metric in particular can really help you be more agile and pivot your strategy quickly. Sprout's Sent Message Performance report will break down each post's metrics but also provide an average or total at the top of each column. By sorting these, you'll find out which posts receive the most impressions and which have the most average users engaged. If engagement is your goal, sorting by the most engaged posts will help you find similarities among these posts, so you can determine which elements of these posts appeal most to people and optimize your future content.

Awareness: Impressions & reach

Frequently used but often confused, impressions and reach are each an important metric to track, especially if your goals for social are focused around brand awareness and perception.

If you're using these metrics as benchmarks for your brand, it's important to understand the difference between reach and impressions.

At the post level:

Impressions are how many times a post shows up in someone's timeline

Reach is the potential unique viewers a post could have (usually your follower count plus accounts that shared the post's follower counts).

While impressions can tell you a lot about the potential your content has for visibility on social on it's own, it's still important to look at other metrics for ultimate performance context. If you have multiple goals of both increasing awareness but also of educating your audience, you'll likely want to look for a combination of both impressions and engagement. For a post that has a high impressions count but a low engagement number (and therefore a low engagement rate), it likely means that your post wasn't interesting enough for audiences to take action after seeing it in their feed. For a post with a high reach count and high engagement rate, it'll likely mean that the content went viral via Retweets and Shares.

In this example, the Tweet has a very high Reach because it has over 50k Retweets. To calculate the reach, we would need to add up every account that Retweeted it and their follower counts. The engagement rate is also high: it has thousands of Replies, Retweets, Likes, etc. The analytics we can't see from the public view would include clicks to expand the Tweet, Quote-Retweets and profile visits. However, even from what we can see publicly, this is a wildly successful Tweet.

Share of voice: Volume and sentiment

Share of voice is a metric often used in public relations, or as part of a competitive analysis or paid advertising campaign. It indicates how much of the online sphere your brand is taking part in. For example, if you're a florist in Toronto, it would look like how many people are talking about your brand online as compared to your competitors.

Sprout's listening features help you understand the volume of discussion for certain keywords. Combined with a Trends report, you'll be able to see what's most often associated with your brand and where you can improve or capture more attention.

Improving your share of voice is likely an ongoing goal, one that you measure by benchmarking over time. Campaigns come and go, but your brand is forever. Unless you're the only company in your field, you won't always be able to maintain the biggest share of voice but you can keep track of how it ebbs and flows over time and consider the factors for those changes.

ROI: Referrals & conversions

The easiest example of an important social metric and our first example of this article. Most applicable for companies with websites or e-commerce platforms, social referral traffic and conversions are tied to both sales and marketing goals, and ultimately major business goals. To track these, you'll need a publishing strategy that incorporates UTM tracking and a website traffic analytics program like Google Analytics or a built-in one if you're on an e-commerce platform like Shopify.

In Sprout, you can link your Google Analytics account and it'll display the traffic sources and any Twitter mentions that have a link to your site.

Referrals are how a user lands on your website. In web analytics, you'll see them broken down into sources. "Social" is usually the source/medium you'll be monitoring, and then it's broken down by network.

Conversions is when someone purchases something from your site. A social conversion means they visited via a social media channel and then purchased something in that same visit.

Hand in hand with referrals and conversions is the click-through rate (CTR) in ads and posts. A high CTR means an effective ad. Note that CTRs differ wildly across industries, networks and content types. It's best to research industry benchmarks beforehand and then monitor your ads and adjust accordingly.

Customer care: Response rate & time

We've been pretty focused on the performance of posts and social media accounts but what about your customer's experience with your brand? Additionally, what about your own performance? Who's watching the social media manager to make sure they're doing their job well and that customers are being heard in a reasonable amount of time?

This is where metrics like response rate and response time come in. They track how fast your team is responding to important messages and how many of them are actually being responded to. For multi-user accounts, you should also track how much each person is getting done.

In the Sprout Engagement report, you'll see a variety of metrics that include response rate and response rate, further broken down by day of week. If your social strategy goal is to respond to everything within six hours and the report says otherwise, then you'll know what you need to work on.

The Sprout Team report shows the above metrics but sorted by team members. With these metrics, you'll be able to see who's exceeding the expected time to respond and whose published posts are receiving the most replies.

Conclusion

Among the dozens of social media metrics that are available to you to track, we've compiled the most essential ones that matter for most businesses and most goals. To recap, metrics are important because they tell if you a campaign or strategy is successful over time. You can find metrics in your native channel analytics's section or through an all-in-one program like Sprout.

The most common and often important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time. These combined will give you a 360º view of your social media performance. With time and new goals, you'll add new and more nuanced metrics to make them more relevant to your business.

What social metrics do you consider key to your strategy? How have you tracked them over the course of your campaigns? Share with us @SproutSocial or in the comments!

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The most important social media metrics to track

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From follower counts to post engagement percentages, the world of social media metrics can be confusing to wade into. On top of that, a new important metric seems to be created on a weekly basis. What should you be tracking? Is it even important for your business?

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Get a feel for platforms first and how your content is performing

Consider a brand awareness campaign first to help build your followers

Consider working with a brand ambassador or a nano- or micro influencers (2k-50k followers) who will be more affordable and/or may be willing to work for merchandise

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Paid social content is often hard to distinguish from organic, and that's the point! From Wordstream's Social Media Advertising

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Benchmark & Revaluate as an Ongoing Process

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Benchmark & Revaluate as an Ongoing Process

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From: Varga, Sabina. (2024) How to Set Social Media Goals that Drive Business Growth. Social Insider Blog