US small and medium-sized businesses (SMBs) use a variety of different metrics to gauge the success of their social media efforts. According to January 2016 research, many measure how well their efforts have done by the amount of views they get.
More than half (51%) of US SMB professionals surveyed by Clutch said they use views to measure their social media success. Some 34% of respondents said they used posts to measure success, and another 34% used interactions.
Social Media Sites/Apps Used* by Their Company According to US SMB Professionals, Jan 2016 (% of respondents)
Audience growth, shares, clickthroughs and brand image where other metrics respondents used to measure social media success. Just 8% of SMB professionals said they do not measure their social media success. Read the rest at eMarketer.