These are known as Key Performance Indicators and align with your overall marketing goals. Here are social media goals your business should be focusing on: Brand Awareness: You want new people to find your brand and know who and what your brand is online. Using social media marketing to achieve this is one of the best ways. Set up metrics to track such as follower growth, engagement rate, and reach. Engagement: You want your target audience to interact and talk about you online. You are turning customers into advocates. You can use metrics such as comments, company mentions, and likes to measure this goal. Lead Generation And Sales: Your channels should also drive new customers and web traffic. You can use metrics such as referral website traffic, email signups, form fills, and eCommerce sales as conversions to track for this goal. Customer Retention: You want your current and past customers to be your most outstanding salespersons. You can use metrics such as testimonials, customer reviews, social media sentiment to measure this goal.