Social Media Metrics: How to Calculate Twitter Reach

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 Twitter 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’s success in this calculation?  I’m setting a goal of 10.  How would you adapt this formula? What are you measuring?

social media strategy

Katrina Kibben View All →

Katrina Kibben is the Founder and Principal Consultant of Three Ears Media. For most of Katrina’s career, she has been a marketer living in a recruiter’s world – listening to both sides of the talent equation to understand the real issues and find solutions for engaging and hiring better people. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver content that fuels smart recruitment marketing that makes the right people apply.

Katrina has written for,, RecruitingDaily and many other digital publications. She is a recognized leader in recruiting and employer branding who speaks regularly at conferences around the world.

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