Goal setting is hard, it's even harder when it's for digital marketing.
Fancy vanity metrics such as follower numbers or reach are great when you're talking to people who don't know what they're talking about (your manager? your MD? Great when you're looking to get a raise or promotion). But for the people in the industry, they're just the beginning to understanding what social can really output for the company.
Instead of followers, what's vastly more important is the conversion (for sales) or even the shares (for engagement). Vanity metrics can be faked through a variety of ways - bots, ads, etc. but you need a product that people genuinely need to actually get sales (or even get them to share it with their friends).
If you're still only tracking the basic metrics, and you're a seasoned digital/social media marketer, it's likely because 1) you don't know better or 2) you know your product/content isn't very good.
Time to make some changes, and go after some goals that actually matter. You've heard it plenty, but data truly is the key to success in the digital age.
Wrote more about this topic (and tips on how to do this) on Medium, check it out here.