So, you’ve found a website that looks promising. The traffic is solid, the revenue is stable, and it seems like a great investment. But have you stopped to consider its social media potential? Believe it or not, a strong social presence can drive consistent traffic, increase brand awareness, and even open up new revenue streams, even if you aren’t an influencer.

Here’s how to determine whether a site has the social traction needed for long-term success.

1. Review Key Social Media Metrics for Websites

Numbers tell a story. To gauge a website’s social media health, start by analyzing key performance indicators like:

• Follower count and growth rate. Is the audience actively growing, or has it stagnated?
• Engagement rate. High likes, shares, and comments signal an active community.
• Referral traffic. How much of the site’s traffic originates from social platforms?

More often than not, a website with strong, consistent social engagement is more valuable than one with inactive accounts or artificial follower counts.

2. Conduct a Social Media Traffic Analysis

Not all social traffic is equally valuable, which makes a proper social media traffic analysis key. It helps determine whether visitors from platforms like Facebook, Instagram, and X (formerly Twitter) contribute to the site’s success.

One of the best things you can do here is check where the traffic is coming from and whether the audience aligns with the website’s niche. For example, a fashion blog with strong Pinterest traffic is a good sign, while a B2B site relying on Instagram might struggle.

Also, consider bounce rate and session duration—are social visitors actually engaging with content, or are they leaving immediately? High bounce rates could indicate low-quality traffic, so don’t be afraid to dig deeper into the numbers.

3. Assess Audience Engagement and Community Strength

A website’s social media presence isn’t just about numbers—it’s about connection. A website with real engagement is far easier to grow than one with passive, disinterested followers. So, be sure to look beyond follower counts and see if there’s an active community.

For instance, are people:

• Commenting on posts?
• Asking questions?
• Sharing content? 

Don’t forget to check for brand mentions across social media. Are people tagging the brand in their posts? Are there discussions happening organically? These are signs of a strong, engaged audience.

4. Check for Brand Reputation & Sentiment

Even if a website has high social traffic, it won’t mean much if the brand’s reputation is poor. Negative comments, unresolved complaints, and bad reviews can indicate potential headaches down the line.

A quick search on platforms like X, Reddit, or Facebook groups can reveal how people feel about the brand. If the sentiment is overwhelmingly negative, that’s a red flag—especially if the site’s owner has ignored complaints or failed to manage its reputation.

5. Include Social Media in Website Acquisition Due Diligence

When buying a website, website acquisition due diligence should include more than just revenue and SEO audits. Social media accounts are often part of the deal, so it’s essential to verify ownership and ensure everything transfers smoothly.

There are three things in particular you should do here:

• Confirm access to social accounts. Make sure the seller includes all associated profiles in the sale.
• Watch for fake followers. Unnaturally high follower counts with low engagement can signal bot activity.
• Check for copyright issues. Are social media posts original, or could they create legal problems later?

These steps will help ensure the website’s social media presence is a true asset rather than a liability.

Final Thoughts

It may not seem like it should make that much of a difference, but a website’s social media potential can significantly impact its value. By conducting a social media traffic analysis, assessing audience engagement, and ensuring thorough website acquisition due diligence, you can make a smarter investment decision.

And if you’re looking to buy or sell a website with confidence, you’ve come to the right place. Motion Invest helps website investors connect with quality opportunities, ensuring smooth transactions and verified assets. Check out our available sites for sale today.