Any social media activity a company undertakes must be directed toward specific goals. There are several to choose from, but it may be illuminating to know how marketers generally define social media success. Expectations for social are changing, and may be altering marketing strategy along with them. A survey by Pivot Conference revealed the goals of marketers in using social media. In 2011, 100 percent of marketers said their top goal with social media was to increase sales. As more brands gained social experience, however, that number declined to under 50 percent in 2012. This year, 58 percent of marketers cite increased sales as a goal in their social campaigns.
However, the most popular goals for social media among marketers this year center on customer relationships. Sixty-seven percent of respondents engage in social media in order to increase customer engagement and generate brand lift. Marketers measure the success of their social endeavors through engagement as well, with 23 percent preferring this statistic, more than any other single metric. Online marketing has different capacities that professionals can leverage in different channels. This survey indicates that marketers prefer to concentrate on brand image and engagement on social media rather than directly attempting to make more sales.