Every Friday, I prepare a social media report for a client and the very top number is how many Facebook followers we gained that week. Sure, it’s a random number with no proven correlation to the success or failure of a campaign, but it’s all we’ve got.
Facebook has taken a stab at creating more meaningful metrics with their new “reach” and “talking about” stats but it comes down to this: the number of followers is the one metric we all understand.
That’s why Chief Marketer found that 60% the marketing professionals they surveyed use follower (friend, fan, etc) count as their chief method of measuring social media success. And it’s the favorite by a mile. Sharing, leads and time spent came in under 39% and incremental sales was only mentioned by 25%.