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.