Social Media for Business Growth, Not Vanity Metrics

We hear that clients want to increase their follower count all the time. Unfortunately, follower counts don’t pay bills. The common misconception is that more followers or likes translate to greater success. Vanity metrics like these are easy to chase, but they’re misleading. Strategic social media marketing leads to real results. Shift your social media planning and metric tracking focus from visibility to business impact to see meaningful growth. In this blog, we’ll discuss the social media approach, objectives, and metrics that will support business growth and revenue.

What Social Media Should Do for Your Business

Social media should be a supporting pillar of your overall marketing strategy, not your only channel or an afterthought. By over- or undervaluing social media, you miss out on the brand trust and demand generation that an integrated marketing strategy can deliver. Here’s what social media should do for your business:

• Build Brand Trust through

  • consistent messaging, tone, and values

  • thought leadership and educational content

  • testimonials, case studies, and behind-the-scenes content

• Support Lead Nurturing by

  • staying top-of-mind through regular, valuable touchpoints

  • educating prospects before they’re ready to buy

  • using social media to answer objections and build confidence over time

• Drive Demand Generation by

  • creating awareness for problems your audience hasn’t fully defined yet

  • using content to spark interest and intent

  • supporting sales conversations rather than replacing them

Vanity Metrics vs. Growth Metrics

Vanity metrics are exactly what they sound like: they look good, but they don’t go very deep. Chasing vanity metrics will ultimately waste your time while yielding few results. Although they can still be indicators in certain scenarios, they shouldn’t be your main focus. Growth metrics are linked to your overall marketing objectives; they’re more than a popularity contest. These metrics reflect real results and success, and they vary depending on your goals.

• Vanity Metrics (What Not to Obsess Over):

  • Follower count

  • Likes without context

  • Reach with no downstream action

• Growth Metrics (What Actually Matters):

  • Engagement quality (comments, saves, shares)

  • Profile and website clicks

  • Content-driven inquiries and form fills

Reporting Metrics That Actually Drive Business Growth

Now, let’s put it all together. Here are some reporting metrics to track for brand trust, lead nurturing, and demand generation:

• Brand Trust Indicators

  • Engagement rate over time

  • Audience growth quality (relevant followers, not just volume)

  • Content saves and shares

• Lead Nurturing Metrics

  • Website traffic from social

  • Time on page from social visitors

  • Return visits and assisted conversions

• Demand Generation Metrics

  • Social-attributed leads

  • Conversion rates on social-driven landing pages

  • Cost per lead (organic vs paid social)

How to Connect Social Media to Real Revenue

To see real revenue and conversions from social media activity, your social goals should align with your overall marketing strategy and objectives. Social media often supports the upper-funnel stages of awareness and consideration, building trust, generating leads, and driving demand that influence conversions, even if it’s not the final click.

What a Strategic Social Media Approach Looks Like

At unLOCKEd, we’re not interested in trends or hype. Our social media approach includes an integrated strategy with clear objectives tied to business outcomes, content built around audience needs, and reporting that informs decisions. From consistent messaging to frequent optimization, we ensure that your social media drives tailored growth and success for your business.

Measure What Moves the Business Forward

Social media isn’t about being the loudest; it’s about being trusted. The right metrics create clarity, confidence, and consistency. Growth happens when social supports the full customer journey. Ready for social media support with real results? Contact unLOCKEd today.

Author: Sarah Murphy