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How can you measure social selling metrics?

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Social selling is the process of using social media platforms to build relationships, generate leads, and close sales. But how do you know if your social selling efforts are effective and aligned with your goals? To answer this question, you need to measure social selling metrics that reflect your performance, progress, and impact. In this article, you will learn how to define, track, and analyze four key social selling metrics: social selling index, engagement rate, conversion rate, and revenue attribution.

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1 Social Selling Index

Social selling index (SSI) is a score that LinkedIn assigns to each user based on their social selling activities. It ranges from 0 to 100 and is calculated based on four components: establishing your professional brand, finding the right people, engaging with insights, and building relationships. You can check your SSI on your LinkedIn dashboard and compare it with your industry and network benchmarks. A higher SSI indicates that you are more effective at social selling and more likely to achieve your sales goals.

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Stan Robinson, Jr.

Helping Sales Professionals Use LinkedIn and AI to Build Their Business and Brand | Digital Sales Consultant | LinkedIn & Sales Navigator Training
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The SSI score is a valuable tool for helping you determine which areas of social selling you should focus on. Each of the four components is worth 25 points and you can easily see what you're doing well and what areas could use improvement. One caveat since sales people tend to be competitive. Once your SSI score is above 70 - 75, don't be concerned if your score drops by a few points every now and then. Changes in the Sales Nav algorithms, a drop in your activity, or a totally unknown factor can cause your score to drop. However, with an SSI score of 70+ your time is better spent on sales activities rather than worrying about how to recover from a 2 point drop in your SSI score.

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2 Engagement Rate

Engagement rate is a metric that measures how well your social media posts resonate with your audience. It is calculated by dividing the total number of likes, comments, shares, and clicks by the total number of impressions or views. A higher engagement rate means that your content is relevant, valuable, and interesting to your prospects and customers. You can use tools like Hootsuite, Sprout Social, or Buffer to monitor your engagement rate across different platforms and optimize your content strategy accordingly.

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3 Conversion Rate

Conversion rate is a metric that measures how many of your social media leads turn into customers. It is calculated by dividing the number of sales by the number of leads generated from social media. A higher conversion rate means that your social selling process is effective and efficient at moving prospects through the sales funnel. You can use tools like HubSpot, Salesforce, or Zoho to track your conversion rate and identify the sources, channels, and campaigns that generate the most revenue.

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4 Revenue Attribution

Revenue attribution is a metric that measures how much revenue your social selling activities contribute to your business. It is calculated by assigning a percentage of the revenue to each touchpoint or interaction that influenced the customer's decision to buy. A higher revenue attribution means that your social selling efforts have a significant impact on your bottom line. You can use tools like Google Analytics, Marketo, or Bizible to analyze your revenue attribution and optimize your budget allocation and resource allocation.

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Gaurav Patel

Stuck at 6/7-Fig ARR? Building Audience and Sales Pipeline with AUTHORITY is the only way to Faster 8-Fig Growth | Fractional CMO
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Another way to look at this is - how well and consistently are you able to expand your network using social media. Whether it is through content, comments or messaging. Building a vast network of highly relevant people is a great way to success in the long term.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Lee Radford

UK Partnership Lead @ ELEKS | Digital Transformation Enthusiast, Content Creation Specialist, and Customer Delighting Sales Manager!
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Data doesn't lie! Like a good friend, it's not afraid to tell you the hard truth, or tell you how well you are doing! However, like any friendship, you only get out of the relationship what you put in! To grow your engagement, you need cultivate your relationship with data, learn its nuances and quirks, analyse it's 'wisdom' and heed its message! Take the learnings and identify opportunities for improvement, refinement, and engagement optimisation. Experiment and innovate. As just like the old Henry Ford adage - "If you always do what you've always done, you'll always get what you've always got."

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How can you measure social selling metrics?

1

2

3

4

5

1 Social Selling Index

2 Engagement Rate

3 Conversion Rate

4 Revenue Attribution

5 Here’s what else to consider

Social Selling

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How can you measure social selling metrics?

1

2

3

4

5

1 Social Selling Index

2 Engagement Rate

3 Conversion Rate

4 Revenue Attribution

5 Here’s what else to consider

Social Selling

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