
Digital Levers

SOCIAL NETWORK
GOALS
Here are some basic ideas for social networking goals and metrics you could focus on that would likely be aligned with your marketing efforts:
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Increase brand awareness — Follower count for your social profiles, reach of your social media posts, mentions, shares, and retweets
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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
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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
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Grow revenue — Signups, sales revenue, or revenue from social ads
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Boost brand engagement — Likes, shares, comments per post, mentions, and replies
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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
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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
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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)