How to Measure the Success of Your Social Media Manager: KPIs That Matter in 2025

Hiring someone to manage your social media presence is a smart move, but how do you know if it’s really working?

Likes might look good, and follower counts might seem impressive, but they don't always reflect true business impact. If you're going to hire a social media manager, you need a clear way to measure success and that means knowing which KPIs (key performance indicators) truly matter in 2025.

Let’s break it down in simple terms, so you can feel confident evaluating your social media investment.

Why Measuring Performance Matters?

Social media isn’t just about being active anymore; it’s about being strategic. Whether your goal is brand awareness, lead generation, talent attraction or customer loyalty, your social media manager should be driving measurable results.

Too often, businesses assume social media success is based on how often posts go live or how many likes a reel receives. But what really matters is: Is your brand moving forward because of this effort?

To answer that, you need the right KPIs and the ability to understand them.

Vanity Metrics vs. Valuable Metrics

Before diving into what to track, it’s important to separate what looks good from what actually delivers value.

Vanity Metrics: Likes, impressions, or views can be encouraging but don’t always translate into leads, clicks, or customer action.

Valuable Metrics: These measure outcomes. For example: website traffic from social media, cost per lead, engagement quality, click-through rates (CTR), and conversion rates.

When you hire a social media manager, you’re not just paying for pretty posts. You’re investing in someone who can influence real business objectives.

KPIs That Matter in 2025

Here are the most important KPIs that business owners should monitor when evaluating their social media manager:

1. Engagement Rate

Engagement rate tells you how actively people are interacting with your content. It measures likes, comments, shares, saves, and even how often someone replies to your stories or posts. A high engagement rate usually means your audience finds your content interesting, useful, or entertaining. This is one of the most reliable signs that your brand message is resonating and not just being scrolled past.

For example, if you post about a behind-the-scenes team moment and it gets a lot of genuine comments, it’s not just fluff; it’s proof that people are connecting with your brand.

2. Website Traffic from Social Media

You’re investing time, money, and resources into social media, so it should be sending people to your website. Whether it’s a blog post, product page, or a lead form, a good social media manager ensures there’s a clear link between content and action.

This KPI tells you how effectively your manager is turning social interest into deeper engagement. It’s not enough for someone to see a post; they need to take the next step. Tools like Google Analytics or HubSpot can show you exactly how much traffic comes from platforms like LinkedIn, Instagram, and Facebook.

3. Lead Generation and Conversions

Beyond likes and clicks, conversions show you how social media supports your business goals. A conversion can be anything you define from signing up for a newsletter, downloading a resource, booking a demo to purchasing a product.

If you're running campaigns with lead magnets or CTAs, your social media manager should be able to report how many leads are coming from each platform and how qualified those leads are. This KPI gives you a direct link between your online content and your bottom line.

4. Follower Quality and Growth Rate

It’s not just about gaining followers; it’s about gaining the right ones. A steady increase in followers who match your target audience (based on industry, job role, location, etc.) is far more valuable than a sudden spike from an unrelated demographic.

Your social media manager should monitor who is following your page and ensure the content strategy is attracting decision-makers, potential clients, or quality talent depending on your goals.

5. Content Performance Insights

Not all content performs equally. Some posts will outperform others based on timing, format, and messaging. A great social media manager knows how to track which content types drive the most engagement and why.

They should be analysing performance trends like whether your audience prefers carousels over reels or whether video content generates more comments and use those insights to fine-tune future posts. It’s about learning and evolving, not just posting for the sake of it.

6. Cost Efficiency

If you’re putting money behind your posts or running ad campaigns, tracking the return on that spend is essential. Metrics like cost per click (CPC), cost per lead (CPL), or return on ad spend (ROAS) help you understand how well your budget is being used.

An experienced social media manager won’t just launch ads and hope for the best. They’ll optimise campaigns, adjust targeting, and A/B test creatives to improve results over time. Every pound should be working hard.

7. Brand Sentiment and Social Listening

Are people talking about your brand positively? Do your posts get shared with positive comments? Are customers tagging your brand in a good context? These are all signs of positive brand sentiment.

Social listening tools can help track how people are speaking about your business online even when you’re not tagged directly. This helps you stay ahead of both praise and criticism. A social media manager should use this feedback to shape your content, engage meaningfully with your audience, and respond when necessary.

How Often Should You Review These KPIs?

Monthly reports are a good starting point, but real success shows over 3–6 months. Your social media manager should not only track results but explain what’s working, what’s not, and what will be improved.

Ask for:

Clear dashboards or summaries

Action points and content changes based on performance

Strategic alignment with your wider marketing and business goals

What to Look for Beyond the Numbers?

Sometimes, qualitative outcomes matter just as much as data. If clients say, “We loved your recent post,” or candidates mention your Instagram during interviews, then that’s real-world impact.

Your social media manager should be:

Representing your brand voice consistently

Staying on top of trends relevant to your industry

Supporting recruitment, employer branding, and thought leadership

Helping you stand out in a competitive space

If you hire a social media manager who understands both content and business goals, the results will go far beyond your expectations. It will translate into growth.

Conclusion

Social media is no longer a guessing game. If you want to see clear results from your investment, start by tracking the KPIs that connect to business impact.

When you hire a social media manager, look for someone who doesn’t just create content but knows how to measure success, report insights, and continuously improve. Because when strategy meets creativity and both are backed by data, that’s when your brand starts making real moves.