SOCIAL MEDIA METRICS and GOALS
Goals can include brand awareness, ambassador influence, engagement, lead generation and ROI.
Brand awareness
Traditionally, measuring brand awareness required direct responses through the form of a report or survey, but there are some social media metrics that can help marketers understand public perception.
REACH:
Reach is the number of fans or followers a brand has access to.
Marketers use reach to identify potential impressions.
IMPRESSIONS:
Impressions tell how many customers or prospects may have actually seen a post on any social media profile.
ENGAGEMENT: Engagement refers to the number of users interacting with a brand’s page or content.
Ambassador influence
Quality is valued over quantity.
Engagement
Engagement can vary based on social platform.
Boosting engagement can drive site traffic and propel prospects down the funnel.
Lead generation
It’s important to measure:
• Leads generated from social
• Conversions from lead to Marketing Qualified lead
• Number of Marketing Influenced Sales
• Cost per lead
ROI
CONVERSION RATE:
Once you’ve identified the number of visitors turning into leads, continue to track the number of those leads that convert into customers and generate the conversion rate. You can then understand how each channel directly drives ROI.
