What performance indicators should we watch to indicate an ROI on social media?
ROI on social media is difficult to measure, since so many of the metrics offered by the networks in their analytics don't necessarily translate into revenue. Show that you understand the innate difficulty in tracking an ROI from social media, and offer solutions. Keep in mind that you might be asked to implement tracking for the performance indicators you mention here.
"I like to treat post engagements as 'microconversions,' which are often indicative of a user who is more likely to purchase our products in the future. If we keep a close eye on the engagement level of our social media profiles, we should see an uptick in sales, even if it's not possible to directly attribute that uptick to social. Of course, ads typically have a conversion action attached to them, so those are direct performance indicators."
