Social media’s ability to exponentially grow brand awareness and introduce your content to unseen audiences can’t always be measured in dollars.

One of the hardest parts about implementing a social media strategy is struggling to measure its success. While most B2B marketing professionals agree that a social media presence is crucial to any content marketing strategy, it can be hard to justify the investment when you can’t quantify the results.

“Social media is not just a spoke on the wheel of marketing. It’s becoming the way entire bicycles are built,” says Ryan Lilly, author.

This doesn’t mean that your business shouldn’t be diving — head first — into social media. With over 3.1 billion people using social media, businesses have to recognize the importance of social media as a part of a robust marketing strategy.

Marketers need to start thinking about social media success in terms of potential, instead of immediate dollars.

Social media: the reach

One of the most valuable aspects of social media is the ability to engage with new audiences, all the time. That means you not only have access to a new customer base, but to their connections as well.

When your followers engage with your brand on social media, they also engage with their own personal network. This organic reach is one of the most beneficial aspects of social media — and it’s not easy to put a dollar amount on. The potential to nurture leads and ultimately impact sales are huge, but it won’t happen overnight.

Here’s Kettie Laky, Social Media Director at Fronetics, to share why you need to frame social media success in terms of potential, and not just dollars.

Video: Measure social media success in terms of potential, not just dollars.

It’s time we start thinking about social media success in this new way: in terms of potential and expanding value, rather than just immediate dollar amounts. How have you worked to measure the success of your social media strategy?

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• Infographic: 8 Ways to Grow Brand Awareness Fast