Social Media Metrics: Calculate Twitter Reach

Here’s my formula for calculating Twitter reach:

(Retweets / Followers) = Twitter Reach (The % of my audience each tweet reached)

Example for my current company:

(116 / 2523) = 4%

Most formulas I’ve seen include a variable representing how many followers each fan has to calculate reach but I prefer to skip it. Why? Follower numbers vary significantly based on activity and most Twitter users aren’t very active — 10% of Twitter members create 90% of all tweets.

What counts as success in this calculation?  I’m setting a goal of 10. How would you adapt this formula? What other social media metrics are you using?

Like what you read here? You might like these too.

social media strategy

Kat Kibben View All →

Kat Kibben [they/them] is a keynote speaker, writing expert, and LGBTQIA+ advocate who teaches hiring teams how to write inclusive job postings that will get the right person to apply faster.

Before founding Three Ears Media, Katrina was a CMO, Technical Copywriter, and Managing Editor for leading companies like Monster,, and Randstad Worldwide. With 15+ years of recruitment marketing and training experience, Katrina knows how to turn talented recruiting teams into talented writers who write for people, not about work.

Today, Katrina is frequently featured as an HR and recruiting expert in publications like The New York Times, Chicago Tribune, and Forbes. They’ve been named to numerous lists, including LinkedIn’s Top Voices in Job Search & Careers. When not speaking, writing, or training, you’ll find Katrina traveling the country in their van or spending some much needed downtime with the dogs that inspired the name Three Ears Media.

%d bloggers like this: