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Yes, almost every single business out there wants to start a social media outreach, but I do wonder, from a marketing standpoint, which objectives are you trying to measure or answer with a social media campaign? IS it engagement? Or does having a Facebook page increase brick n mortal sales? It depends by business but I do wonder.

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Dani AI

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Good question — and a useful thread so far. Rather than treat social as a single “metric” (likes, comments), start by mapping social activity to a clear business outcome. That keeps measurement practical and avoids chasing vanity metrics. This builds on points from , and without repeating them: social channels are distribution and conversation tools, so make them accountable to one primary business goal.

Consider objectives you don’t yet see discussed here: customer support (reduce time-to-resolution or deflect calls), retention/loyalty (repeat-purchase rate, churn), product insight (volume and quality of feedback), community/advocacy (number of brand ambassadors or referral conversions), and direct commerce (social-driven revenue, AOV). For each objective pick one leading indicator and one business metric — e.g., for retention use repeat-purchase rate (business) and email signups from social (leading).

A short, repeatable measurement plan:

  1. Pick one business outcome and a numeric target and timeframe.
  2. Choose 1 primary KPI + 1 leading indicator that ties to that outcome.
  3. Instrument: UTMs, dedicated landing pages, unique promo codes, CRM linkages, or pixel/conversion API so you can attribute.
  4. Test for causality: A/B creatives, geo/control tests, or promo-code matchbacks to measure incremental lift.

Example UTM pattern you can copy:

https://example.com/landing?utm_source=facebook&utm_medium=social&utm_campaign=dec_sale&utm_content=video_ad

Practical rules: start small (one objective), attach a dollar value to that objective, measure incremental lift rather than absolute counts, and expect attribution noise — use experiments where possible. If resources are limited, prioritize objectives that directly affect revenue or cost (leads, conversions, service deflection) and instrument those first.

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Member Avatar for jay 11

Aside from Reputation Management (which is a huge reason why businesses get involved with social media) i think the main marketing objectives companies seek are A) additional avenues for promoting time-sensitive material; B) SEO/Link-baiting; C) Branding

Member Avatar for MktgRob

For my clients, I have set up their social media channels as ways to find and attract new business prospects as well as potential new partners. Another way they use their social media presence, especially on sites like Linkedin, is to engage potential customers for their products and services so as to demonstrate expertise and knowledge. By going joining Linkedin groups that speak to the vertical markets they are targeting, they can look for people asking questions about solutions and services they offer and answer the question as part of opening up a dialogue.

Member Avatar for InsightsDigital

Thank you all for your comments. I also believe that social media is shifting and the lines are blurring between personal and business, in which personal accounts are now serving a business purpose.

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