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The social media metrics your company uses to measure success or find opportunities should be based on your business goals. These are common metrics used to measure social media marketing performance: Impressions – Are you growing the number of people who see your brand on social? Engagement – Are people joining the conversation and sharing your posts? Mentions – How often are people talking about your brand? Social Referral Traffic – How many people click through to your website? Followers – How many people are in your immediate social networks?

At the very least, social media is great for increasing brand awareness and building a community of prospects. At most, social media can be a major revenue driver. It’s a facilitator of conversation. It’s one of the best ways to make an audience feel like a part of your brand, which drives purchases. Finally, audience targeting is a great reason to invest in social. Boosted/promoted posts and display advertising are great ways to launch a retargeting or brand awareness campaign.

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