Social Media Goals and Metrics

Social media is a new strategy that companies are trying to evolve and direct to most profitable end.

The insights that social media presents to business is driven by setting specific goals for each social media campaign. Let it be for brand awareness or to drive purchase. Conversion rate from visitor to buyer can be a metric. But there can be a disconnect between metrics and goals set by companies. Social media engagement measured by page views, clicks, likes or comments is often used as a indicator to sales outcome. Measuring the impact of social media requires budget to measure metrics.