Here are some basic ideas for social networking goals and metrics you could focus on that would likely be aligned with your marketing efforts:

 

1. Increase brand awareness — Follower count for your social profiles, reach of your social media posts, mentions, shares, and retweets

2. Drive traffic to your website — Referral traffic from social media, share of overall traffic, bounce rate of social media traffic, and clicks on your social media posts

3. Generate new leads — New leads collected through social media, downloads of your gated content, clicks on your lead-gen social media posts, and conversion rate of leads from social media

4. Grow revenue — Signups, sales revenue, or revenue from social ads

5. Boost brand engagement — Likes, shares, comments per post, mentions, and replies

6. Build a community around your business — Number of posts, likes, and comments for Facebook groups. Tweets per participant for Twitter chats. Number of daily active users of Slack communities

7. Increase mentions in the press — Potential reach, shares and mentions, influencers talking about your content, and number of people reaching out to ask about industry-related questions

8. Research and learn about your customers — Number of conversations with customers on social media, suggestions or feedback, and product/content improvements made from those suggestions ( sproutsocial 2017)