Judging honestly.
WHAT TO MEASURE
Enquiries mentioning social media Traffic to your website from it Sales attributable to it Whether customers reference something they saw
WHAT NOT TO MEASURE
Follower count alone Likes Reach, in isolation
Those describe activity, not results.
ASKING CUSTOMERS
The most reliable method for a small business.
Ask every new customer how they found you. Record it.
TRACKING WEBSITE TRAFFIC
Analytics shows visits from each platform.
Add tracking parameters to links so you can distinguish campaigns.
WHAT THE PLATFORM TELLS YOU
Business accounts provide insights: reach, engagement, profile visits, link clicks, and audience details.
Link clicks and profile visits are the most useful, being closest to intent.
REVIEWING
Quarterly. Individual posts vary enormously; trends over months mean something.
THE HONEST QUESTION
After a year, has this produced customers?
If not, either the platform, the content, or the assumption is wrong.
