Assessing an organization's current impact/ presence in the digital space

Hi there,

So this question is tangentially related to SEO - if this isn't the best subreddit, please let me know. I am undertaking an assessment of my organization's presence online as it currently stands. I'm wondering what are some metrics you would look at?

The ones I've thought of so far, for example:

• User demographics (gender / geography / platform etc.) (via Google Analytics)
• Domain authority on Google (via Moz)
• Total number of links to our page (linking domain) (via Moz)
• Our main competition based on our industry's most relevant keywords (via Google ads or Moz)
  • Finding the most relevant keywords for our industry
• Number of likes / followers / impressions on social channels... (Twitter/ FB analytics)

What am I missing here that would paint a better picture of (1) our organization's current presence in the digital space, and (2) the broader state of play for our "industry" (it's an NGO field).

Many thanks!

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