The value of a social media post is best judged by analyzing key performance indicators (KPIs) that reflect how well the post achieves its intended goals. Common KPIs include:

- Impressions: Total number of times the post was viewed.
- Reach: Number of unique users who saw the post.
- Engagement: Interactions such as likes, comments, shares, and clicks. High engagement indicates the content resonates with your audience.
- Click-through rate (CTR): The percentage of viewers who clicked on a link in the post.
- Conversions: Actions taken after viewing the post, such as purchases or sign-ups.

To interpret these metrics effectively, compare performance over time, analyze which content types generate the most engagement, segment your audience, and use A/B testing to refine your strategy. Most platforms offer built-in analytics, and third-party tools can provide deeper insights.

The projected value of global sales via social media platforms by 2026 is estimated at $3 trillion. This reflects the rapid growth and increasing importance of social commerce as a major channel for global e-commerce transactions.

Social media delivers significant value for businesses across several dimensions:

- Brand Awareness: Reaches new and targeted audiences, increasing visibility
- Customer Engagement: Enables direct, real-time interaction, fostering loyalty and community
- Lead Generation and Sales: Drives traffic to websites, generates leads, and supports direct sales through integrated shopping features
- Reputation Management: Shapes public perception and builds trust through transparent communication and customer service
- Market Insights: Provides data on customer preferences and behaviors, informing business and marketing strategies
- Networking and Partnerships: Facilitates connections with influencers, partners, and other businesses for collaboration and growth.

Valuing a social media account can be approached in several ways, depending on the account's monetization and purpose:

- Income Approach: If the account generates revenue (e.g., through ads, sponsored posts, or direct sales), its value can be estimated using discounted cash flow—projecting future earnings and discounting them to present value

- Market Approach: Comparing the account to similar ones that have been sold or valued in the market, considering audience size, engagement rates, niche, and platform

- Cost Approach: Estimating the cost to recreate the account's reach and influence, such as the cost of acquiring followers or building engagement through paid campaigns

- Conversion Value: For accounts with large, engaged audiences, estimate value based on the potential for conversions (e.g., average revenue per follower or engagement).