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What are the most effective metrics for tracking lead generation with social listening?

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Social selling is the art of using social media platforms to build relationships, trust, and credibility with your prospects and customers. One of the key aspects of social selling is social listening, which is the process of monitoring online conversations and identifying opportunities to engage with your target audience. But how do you measure the effectiveness of your social listening efforts? How do you know if you are generating quality leads that are interested in your products or services? In this article, we will explore some of the most effective metrics for tracking lead generation with social listening.

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1 Reach and impressions

Reach and impressions are two metrics that indicate how many people have seen your social media posts or mentions. Reach measures the number of unique users who have viewed your content, while impressions measure the total number of times your content has been displayed. These metrics can help you assess the visibility and awareness of your brand, as well as the potential size of your audience. However, reach and impressions alone are not enough to determine the quality of your leads, as they do not indicate how engaged or interested your viewers are.

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GUILLAUME LARRONDE

?? Accelerating Growth for B2B Businesses with Linkedin ? Social Selling + B2B Marketing + Employee Advocacy ? CEO @ Extra Mile & Linkedin Alum
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Listen before you talk is even truer on social media. Before thinking of posting content, sellers should set up their listening strategy by following customers, prospects, industry leaders, and reading their most popular posts and read the comments to get a sense of what though leaders talk about and what ideal buyers engage with and care about. Then they can start posting and care about impressions and reach without losing sight of what buyers and their target audiences want.

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2 Engagement and sentiment

Engagement and sentiment are two metrics that measure how your audience interacts and reacts to your social media content. Engagement includes actions such as likes, comments, shares, clicks, and mentions, while sentiment refers to the tone and emotion of the feedback you receive. These metrics can help you evaluate the interest and relevance of your content, as well as the perception and reputation of your brand. A high level of engagement and positive sentiment can indicate that your audience is more likely to trust you and consider your solutions, which can lead to more qualified leads.

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Wilka Nascimento

Podcast Host @ Leadership Talks | Hosted and produced Leadership Talks podcast
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I love this step the aspect of engagement with my community because I can be myself. I share my stories on how as an expat I overcame the challenges in my career in the USA. Engagement on how to share your personal branding insights.

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GUILLAUME LARRONDE

?? Accelerating Growth for B2B Businesses with Linkedin ? Social Selling + B2B Marketing + Employee Advocacy ? CEO @ Extra Mile & Linkedin Alum
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Social sellers should listen after posting content and monitor reactions and check who have reacted to their posts to identify opportunities and start conversations with relevant buyers or prospects. But also, they should monitor other people's posts, especially prospects or subject matter expert in their industries who have a relevant and big audience, and then engage when appropriate to show their perspective and add value. Getting your content to generate impressions is great but getting views by commenting on posts of others who have a much bigger audience than you can complement greatly your social selling strategy and can sometimes be more effective and faster.

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3 Conversions and leads

Conversions and leads are two metrics that measure how your social media activities generate business outcomes. Conversions are the actions that you want your audience to take, such as filling out a form, downloading a resource, signing up for a webinar, or requesting a demo. Leads are the contacts that you collect from these conversions, who have shown interest in your products or services. These metrics can help you quantify the impact and value of your social listening efforts, as well as the quality and readiness of your leads. A high rate of conversions and leads can indicate that your social listening strategy is effective and aligned with your sales goals.

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GUILLAUME LARRONDE

?? Accelerating Growth for B2B Businesses with Linkedin ? Social Selling + B2B Marketing + Employee Advocacy ? CEO @ Extra Mile & Linkedin Alum
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In my experience, the 4 best ways to get leads by using social listening techniques: - Twitter searches mentioning your brand, your competitor or a keyword or question where you can offer help or add value. - Turning relevant visitors of your Linkedin profile, into warm connections by offering quick calls or meetings - Engaging with relevant people who posted or commented on a post that mention a keyword, brand or problem you can help with. - Using Sales Navigator news and leads alerts to listen and monitor prospects and react or engage in a timely manner

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4 Lead source and attribution

Lead source and attribution are two metrics that track where your leads come from and how they move along the buyer's journey. Lead source identifies the specific social media platform, channel, or campaign that generated the lead, while attribution assigns credit to the touchpoints that influenced the lead's decision. These metrics can help you optimize and refine your social listening strategy, as well as allocate your resources and budget more efficiently. A clear and accurate lead source and attribution can help you identify the best practices and opportunities for social listening and lead generation.

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5 Lead score and quality

Lead score and quality are two metrics that rank and evaluate your leads based on their fit and interest in your products or services. Lead score is a numerical value that reflects the likelihood of a lead to become a customer, based on criteria such as demographics, behavior, and engagement. Lead quality is a qualitative assessment that reflects the relevance and readiness of a lead to buy from you, based on factors such as pain points, needs, and challenges. These metrics can help you prioritize and segment your leads, as well as tailor your communication and follow-up strategies. A high lead score and quality can help you increase your conversion and retention rates, as well as your customer satisfaction and loyalty.

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6 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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What are the most effective metrics for tracking lead generation with social listening?

1

2

3

4

5

6

1 Reach and impressions

2 Engagement and sentiment

3 Conversions and leads

4 Lead source and attribution

5 Lead score and quality

6 Here’s what else to consider

Social Selling

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What are the most effective metrics for tracking lead generation with social listening?

1

2

3

4

5

6

1 Reach and impressions

2 Engagement and sentiment

3 Conversions and leads

4 Lead source and attribution

5 Lead score and quality

6 Here’s what else to consider

Social Selling

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