You’re in a meeting with your marketing team discussing the performance of your company’s social media community. A new team member suggests tracking the company’s profit margin as a key performance indicator (KPI) for the social media community. How do you respond?

• Agree, detailing a plan to correlate profit margins directly with social media activities.
• Explain that while company profit margin is important, it’s not a direct KPI for a social media community. Instead, focus should be on indicators like number of members, engagement metrics, and referral traffic.
• Suggest that a one-track approach is best, proposing that only engagement metrics should serve as the primary KPI.
• Advocate for the complete disregard of KPIs, as social media communities can’t be quantitatively evaluated.

The correct answer is:

• Explain that while company profit margin is important, it’s not a direct KPI for a social media community. Instead, focus should be on indicators like number of members, engagement metrics, and referral traffic.