One of the most important analytics you will focus on when developing and following through on your social media strategies are: engagement rates.

Engagement rates show the percentage of users who have seen your post and have interacted with it. They can do this by "liking" it, sharing it, commenting under it, clicking a link, and (if it's a video) watching it.

And while likes and shares may not seem directly valuable to your business - they do improve your SEO (search engine optimization). High engagement rates prove that the content you create gains interest from users who trust your brand and find it credible. And once the platform you're using realizes this, then they will consider your page as a noteworthy source in your industry.