Your social media marketing efforts should be aimed at the same goals you’ve generally set for the business in question – for eCommerce projects, it’s usually about growing the customer base and getting more sales, first and foremost. An SMM specialist will also set other milestones and requirements for your social media roadmap, like gaining a specific number of subscribers, raising engagement, and achieving certain statistics on your posts, clicks on advertisements, processing requests in direct messages, and so on. These metrics allow social media specialists to gauge their marketing campaign’s success and fine-tune it to increase sales for your eCommerce brand.