1. Build Brand Awareness

    How many people on social media know you exist & understands what kinds of product & services you offer?

    Key metrics
    – Brand mentions
    – Shares
    – Post reach
    – Impressions
    – Virality rate
    – Amplification rate

  2. Manage brand reputation

    Can mean different things to different companies.

    Key metrics

    – Customer satisfaction score
    – Applause rate
    – Amplification rate
    – Social sentiment
    – Social share of voice 
    – Net promoter score
    – Applause rate

  3. Build & manage & engaged community

    A ready audience that wants to hear about the latest developments at your company. Huge assest for new launches & on going sales.

    Key metrics
    – Audience growth rate
    – Engagment rate
    – Amplification rate
    – Applause rate
    – Click through rate
    – Bounce rate
    – Conversation rate
    – Net promoter score
    – Comment conversation score

  4. Increase conversion/Sales

    Remember coversations is not the same as sales. A conversation might be signing someone up to a free newsletter. But every conversation has measurable value for the company, even if no cash exchanges heands.

    Key metrics

    – Conversation rate
    – Click through rate
    – Bounce rate
    – Social media conversation rate

  5. Gain customer/market insight

    Rather than key social media metrics for this goal you can use internal milestones like building out (or updating) your buyer personas.

  6. Indentify & nature leads

    It is unusal to make a sale the first time a potential customer encounters your product online. Bringing in leads is a key way to use social media to fill your sales funnel & produce value for your brand. 

    Conversion rate is an important metric for lead generation social media marketing goal. Use it to track how many people are signing up for your lead generation offering like white papers & contests. 

    Conversion rate is an important metric for lead generation social media marketing goals. Use it to track how many people are signing up for your lead generation offering like white papers & contests. 

    You could also use internal measures to track how many leads your sales team is bringing in & how well they convert those lead customers.

  7. Deliver customer service/support

    Social media is an important platform for customer service & support & social messaging is now the preferred customer service. 

    Customer satisfaction score is important metric to track for customer service-related social media goals. You’ll likely also want to track internal metrics like number of service requests tackled per customer service rep.

  8. Attract recruitment

    Don’t attract numbers, attract quality. 

    Make sure they are –

    – Willing to learn/trainable 
    – Understanding the business lay out
    – Willing to work as a team

  9. Identify crises & manage communitcations

    Social media response to a crisis can make or break your brand rep, so this goal is very closely related to number 2.

    Tie your measures & key results to concreate internal steps, like developing a social media police, securing your social accounts & nailing down your crisis communications plan. 

  10. Improve internal communitcations 

    Social media is an important channel for building & communitcating with your internal teams. 

    You can use the same kinds of metrics you can use for external communications here:

    – Engagement rate
    – Amplication rate
    – Click through rate
    – Bounce rate