Social Media Education Sheet

At TMG, we’re all about delivering exceptional results through strategic Social Media Management

We believe in complete transparency, keeping you informed every step of the way with clear, honest updates on your content’s performance.

Our proactive approach ensures we’re always at the forefront of trends, platform updates and content creation strategies to drive the best outcomes for your business.

Whether you’re new to social media management or more experienced, this guide breaks down the key metrics and terminology we’ll be using throughout our partnership.

Key Social Media Metrics explained:

General:

Followers: Followers are the people who choose to subscribe to your account and see your content in their feed. They represent your existing audience.

Note on followers: While follower count can be a useful indicator, our core focus is on engagement, engagement rates, and video watch and retention rates. Platforms now prioritise content based on relevance and behaviour, not just who someone follows. This means strong content can reach well beyond your existing audience. As platforms continue to favour content that keeps users engaged, it’s more important than ever to create content that resonates, provides value, and drives interaction. That’s why our reporting focuses on the metrics that reflect real performance.

Engagement: Measures the level of interaction your audience has with your content, including likes, comments, shares, saves, and follows.

Engagement Rate: Measures engagement relative to your audience size. Expressed as a percentage, it provides a clearer view of how well your content is performing.

Reach: The total number of unique people who have seen your content.

Impressions: The total number of times your content is displayed, including multiple views from the same person.

Reach vs Impressions: Reach reflects how many individual people saw your content, while impressions reflect the total number of times your content was shown.

Profile Visits: Measures how many people visited your social profile.

Website Taps or Link Clicks: Measures how many people clicked through to your website or link in bio.

Video performance metrics

Hook Rate: A video’s ability to capture attention in the first few seconds.

Hold Rate: A video’s ability to maintain attention once someone starts watching.

Retention Rate: Measures how much of your video is watched by the viewer.

Hook: The opening of your content designed to stop the scroll and pull your audience in. A strong hook is critical to performance.

Content strategy terms

Content Pillars: The categories your content is built around, for example giving content, storytelling, and engaging content.

User Generated Content (UGC): Content created by customers, followers, or creators such as reviews, photos, or posts. This builds trust and engagement.

Employee Generated Content (EGC): Content created by your team, showcasing behind the scenes, expertise, or company culture. This helps humanise your brand and build connection.

Call to Action (CTA): A prompt that encourages your audience to take a specific action, such as clicking a link, enquiring, or engaging with content.

Have any questions?

We're here to help!

Please fire away with questions at any time.