What are the objectives and metrics you want to achieve through social media optimization?
Increase Exposure (Metrics: Reach, Impression, View)
Increase Traffic (Metrics: Page views, Unique Visitor, length of visits)
Thought leader (Metrics : Establish yourself as the expert of your industry)
Develop Loyal Fans (Metrics: Fans, Followers)
Generate Leads (Metrics: Hard lead, Soft Lead)
Grow Business Partnership (Metrics: Contacts)