Sep 11, 2026 · 9 min · 8 segments
***If you’re spending time creating marketing content for your law firm, it’s worth understanding which social media metrics actually matter and what to do with them.*** This episode of Attorney at…
So let's break down the top five most important social media metrics, beginning with impressions or views.
And first, let's explain what these are.
In short, each time your post appears on someone's screen, it doesn't mean they have read or interacted with the post, just that it showed up in their feed.
One person can count for multiple impressions if they see your post multiple times.
Impressions matter for brand awareness and reach, which are at the top of the marketing funnel.
The more people who see your content, the more awareness you are building for your firm.
It's important to remember your impressions will vary.
Impressions are influenced by your content and who engages with it.
Social media algorithms tend to show users posts that are similar to those with which they're already interacting.
If only your followers engage, impressions may stay limited.
However, if someone outside your network is tagged or interacts with the post, it may be shown to a wider audience.
Instead of focusing on a particular benchmark, prioritize an increase in your impressions over time and a higher engagement rate.
Speaking of which, our next metric is engagement rate, which is the percentage of people who interacted with your content out of the total impressions.
On LinkedIn, interactions can include clicks, likes, comments, reposts, and follows.
On Facebook, interactions include likes or reactions, saves, comments, and shares.
A strong engagement rate means your content is resonating with those who see it and signals social media algorithms to show your posts to more users.
This is an important metric for spreading awareness at the top of the funnel.
A low engagement rate may mean people are scrolling past your posts without engaging.
This can indicate that the content you're posting isn't relevant to your audience, may lack a clear call to action, or that you need more consistency in your posting schedule.
Your engagement rate is going to invariably be lower than your impressions.
likely much lower.
So let's break down the top five most important social media metrics, beginning with impressions or views.
And first, let's explain what these are.
In short, each time your post appears on someone's screen, it doesn't mean they have read or interacted with the post, just that it showed up in their feed.
One person can count for multiple impressions if they see your post multiple times.
Impressions matter for brand awareness and reach, which are at the top of the marketing funnel.
The more people who see your content, the more awareness you are building for your firm.
It's important to remember your impressions will vary.
Impressions are influenced by your content and who engages with it.
Social media algorithms tend to show users posts that are similar to those with which they're already interacting.
If only your followers engage, impressions may stay limited.
However, if someone outside your network is tagged or interacts with the post, it may be shown to a wider audience.
Instead of focusing on a particular benchmark, prioritize an increase in your impressions over time and a higher engagement rate.
Speaking of which, our next metric is engagement rate, which is the percentage of people who interacted with your content out of the total impressions.
On LinkedIn, interactions can include clicks, likes, comments, reposts, and follows.
On Facebook, interactions include likes or reactions, saves, comments, and shares.
A strong engagement rate means your content is resonating with those who see it and signals social media algorithms to show your posts to more users.
This is an important metric for spreading awareness at the top of the funnel.
A low engagement rate may mean people are scrolling past your posts without engaging.
This can indicate that the content you're posting isn't relevant to your audience, may lack a clear call to action, or that you need more consistency in your posting schedule.
Your engagement rate is going to invariably be lower than your impressions.
likely much lower.
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