Brand Awareness vs. Engagement: It is generally agreed that the most important aspect of social media is Brand Awareness, the quality of the conversation, and not the “coverage.” In other words, when you measure the ROI on social media, you need to focus on community and conversation, rather than the number of mentions.
Community growth: As an effect of social conversations related to a specific campaign, your brand should experience some kind of growth relating to its own social media presence. It is more important this growth is demonstrated through the quality of conversations and engagement over numbers and followers.
As you social media team, these are summaries we can provide on a monthly basis, and information that will always be considered when developing content for your brand campaigns.