The “buyer’s journey” describes the sequence of activities that leads up to a purchase decision. There are five stages in the customer’s journey: contemplation, research, purchase, and advocacy. There should be a different social media strategy for each phase, as each phase has its own goals.

This is a common goal for marketers, and many find it easy to define and formulate a plan to reach it. The trick is determining how you’ll evaluate progress in each domain. There are a lot of available measures, therefore it’s important to narrow the field down to just a handful. My suggestion for key performance indicators is as follows:

Many marketers find it easy to zero in on their ultimate goal and develop a plan to get there. What’s most important, though, is establishing a system for tracking progress in each target area. It is preferable to narrow the available metrics down to the most important ones. My suggestion for key performance indicators is as follows:


Getting the word out about your brand to potential clients is step one. Introducing them to brand-related material is one strategy for doing so. Metrics for activity can comprise both organic and promoted social media postings for your company.

Facebook’s Impressions Audience

The number of impressions and the number of people reached are two metrics you may use to evaluate the campaign’s effectiveness. The more your impressions, the greater the reach of your posts. The larger your reach, the more people in your network saw your postings. Share in Voice (Hics) and Top of Mind Aware (TMA) can be indicators of corporate success (ToMA).

When comparing your brand’s SoV against that of its rivals, you may use the ToMA metric to determine number of times your brand is mentioned first when people think of its industry. The goal of getting your business “out there” on social media should not be to increase sales, but rather to increase exposure.


Inspire your intended consumers to interact with your brand’s content in order to increase brand awareness and sales. Repeat the process with your postings, but this time, reply to the comments people leave for you. Interaction is mutually beneficial, so maintain open lines of communication. You can evaluate results by counting and classifying the various interactions that have taken place.

I was wondering how many responses your blogs got. If you want to know how popular something is, count the number of shares and likes. Look at how many people have visited your company recently (online and if applicable, offline as well). Your efforts to promote your business on social media are succeeding if you’re seeing more people visit your website directly from those platforms.


If leads aren’t converted into sales, they aren’t worth anything. Boost sales by leading potential customers directly to your best offerings. Use irresistible articles and offers to achieve this goal. Your social media followers’ interest in what you’re offering may be gauged by how often they click the links you provide; this indicates how serious they are about making a purchase or signing up for a free trial.

Conversions, such as sales, subscriptions, downloads, etc., can help you gauge the effect on your company. It is possible to set up monitoring on your links in order to observe their progress from a social media post to an actual purchase or form submission.


Now that you have consumers, you need to keep them coming back so you can make more money. In order to achieve this objective, providing excellent after-sale support to the clientele is crucial. Engaging people with your brand’s wares on social media is one way to achieve this.

Social customer service relies heavily on prompt replies to inquiries and complaints posted online, the quality of which may be gauged by looking at metrics like response time, reply volume, and earned favourable comments. High levels of contentment and positive emotion have a positive effect on company.


The ultimate goal is to have loyal consumers become brand promoters.

Motivate your audience to become brand advocates, and your business will expand on its own. Do you have satisfied customers who would be ready to write a review, provide a testimonial, or share their experience on social media? Better and more widespread outcomes may be achieved by engaging consumer influencers via postings, reshares, and direct communication. Evaluate the efficacy of your efforts by tracking the number of impressions and the number of people reached that were not paid for.

Social UGC, or material produced by users rather than your brand, is another useful metric. Referrals, influencer activity, good reputation, and net promoter score all have an effect on a company’s bottom line (NPS). NPS (Net Promoter Score) is an indicator ranging from 0 to 100 that indicates how likely a consumer is to promote a brand’s goods or services to friends, family, or colleagues.

You can learn a lot about your site’s visitors and their behaviour when they arrive if you keep an eye on and measure these important indicators. Each social media platform contains a plethora of analytics.

Several of these indicators may be seen in Facebook’s Page Insights section. You can get started with measuring your social media using the data provided by Twitter and by using one of the numerous third-party apps like Hootsuite, AgoraPulse, or Buffer, all of which provide more in-depth analytics.