86. How should I measure social media marketing success?
Measure conversions and ROI. It's easy to get distracted by vanity metrics like counting the number of followers, traffic, reach, etc. Seeing increases in those metrics is only a good thing if conversions increase as well. You should look at the percentages, not toal numbers. Out of how many people in total, how many have taken the desired action. This is called your conversion rate. It should increase alongside your total audience size, reach, and engagement. Lastly, the increase in conversions you're seeing should bring in more revenue than what you've invested in social media marketing, which means your social media successes have a positive return on investment as well. If you're doing organic social media marketing, meaning you post content for free and don't pay for ads, all your're investing is your time and your ROI will be infinite.
