What is the most important social media metric? This question comes up time and again in our webinars, in the comments of our blog posts and during conferences. There is one critical metric you should track when engaging in social media marketing: sales.

Are you growing your business? "The things you are doing in social media will lead up to that," says David Meerman Scott, HubSpot’s Marketer in Residence. In today’s episode of the Weekly Marketing Cast , we examine this topic of social media measurement.

  Grow the Top of the Funnel

Social media allows you to grow your reach and get more people into the top of the funnel. The more people you engage with—the more people who like you, follow you on Twitter and read your blog—the more people will be interested in what your business is about. “When you are doing something valuable, people will follow you,” says David.

Keep Measuring the Bottom of the Funnel

Once you expand your reach through social media, don’t drop measurement. Evaluate where your qualified leads are coming from and see whether they turn into customers. HubSpot is really passionate about this type of closed-loop marketing and that is how our marketing team operates efficiently.

Do you agree with sales being the most important metric in social media marketing?


Originally published May 16, 2011 8:00:00 AM, updated July 28 2017

Topics:

Social Media Analytics