Are you tired of putting effort into your social media marketing without knowing whether it's actually working? Lots of businesses and creators struggle with this challenge, wondering if a lack of engagement or leads means their efforts are totally in vain. But don't assume that a lack of direct messages from potential clients, for instance, indicates failure.

There are numerous ways to measure the success of your social media marketing beyond just lead generation. By focusing on the key areas below – the three “endgames” of social media – you’ll gain a better understanding of how your efforts are impacting your reputation, your community, and your bottom line.

CREDIBILITY - It's like "brand back-up." Your social presence can make-or-break the impression prospective customers have of you. Leads, referrals, and prospects are going to look you up and form a view of who you are, what you do, and how you do it. Don't let your social media unsell you.

2. COMMUNITY - It's likely your followers consist of past clients, friends/family, etc.—i.e., your database. Understanding that half to two-thirds of sales come from repeat or referral business, nurturing this audience becomes vital. So leverage social to foster meaningful conversations & deeper connections. 

3. CUSTOMERS - Share valuable and relevant content on social media to attract prospective customers. Posting content that's tailored to the needs and interests of buyers and sellers can prompt them to engage with you and potentially inquire about your services. Remember: you get what your content attracts.