According to a 2013 survey of US marketing professionals by Pivot Conference, consumer engagement and brand lift were the key goals for social media marketing efforts, each cited by 67% of respondents. This was up significantly from 2011, when those goals were cited by about 50% each.
Brands are active across social media platforms with different objectives. Starcount has shared an infographic with July’s most popular brands on Facebook with the most popular posts and fan engagement activities.
Engagement scores over Incremental sales as the Primary metric for Social Media efforts. The primary focus of Social Media Marketing for different brands across platforms may vary from fan engagement to commerce. The channel that leads to most conversions may be key for increasing sales, however for Social Media, Engagement is Primary Metric for measuring the Social Media Success.
source: eMarketer and Brand Republic