What's a better social media goal: customer loyalty or brand awareness?

by Jason Keath on Apr 21, 2016
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Every business should measure the conversion of their social media marketing. Even if it is not your primary social media goal, thinking in terms of conversion sets the stage for better strategy.

Some businesses have a barrier to measuring conversion because they are not an ecommerce business or they do not own the stores where their products are sold, but there is always a way.

new coverIn our new report, The Future of Social Marketing, we learned a lot about how brands think about their top social media goals, along with a ton of other data, including where marketers are investing their time and resources, where they are seeing the best ROI, their hiring process, and more.

The report (just released today) features high level insights from our survey of 551 social media marketing professionals and includes research support from our partners, Firebrand Group and Simply Measured. Download your free copy of the report here.

The data shows that many brands (3 out of 4) consider awareness their top social media goal. As part of the expert analysis in the report, we discussed the benefits of investing in other areas—specifically customer service—and shifting away from only prioritizing awareness in your social media goals.

How much does it cost you to engage a new customer? As Jay Baer states in the report, customer service and customer loyalty are much bigger opportunity areas for brands.


Even if your primary social media goal is not a sale, but focuses on awareness or loyalty or customer service, there are metrics you can put in place that help you define a conversion of that goal. You just might have to spend a little more time and creativity on the strategy side to put that measurement system in place.

Click through and check out the report.


Post Author

CEO and founder of Social Fresh, the social media education company. Jason is a social media consultant, a social media speaker and industry analyst. He consults with corporations and agencies on social media strategy, building community, and influencer...

  • Though social media marketing is capturing a greater area in business sector but many business in the developing countries are mostly indifferent about that like mine. thanks for the valuable post

  • Bhavana

    Good article Sir!
    How can building customer loyalty and providing better customer service go together?
    What I feel is customer loyalty and brand building are the end products of a good product and better customer service.

  • Cygrus Procurement

    I am Really glad to visit this page. Thanks For Amazing Post.

  • Scott Duncan

    My eyes were just popping while reading your article. Should you focus on awareness alone? Or is it possible to focus on the other areas as well?

  • good article how to work on social media, it is very important that how a company present itself genuinely on social areas.. its gives a vast effect cuz most of the customers are on social media.. so what we present it reflects

  • Nice content to post sir and i also like shed my experience. For business expansion and establishment, customer loyalty and brand awareness are both essential. As a marketer, it is essential to maintain market competition and for that both the two objectives need to fulfill.
    As per my understanding, brand awareness helps in increasing brand image which therefore helps in generating loyalty among customers. This as a whole create a positive impact over customer retention process. https://uploads.disquscdn.com/images/433a6e77e3da33af0dbef3db29ce33526f462b7d51ab1a8ea63d346fcd18ce0b.png

  • gilgal technologies

    brand awareness campaigns helps in attract new customers. Our primary social media goal is not a sale but we focus on engagement.

  • You just might have to spend a little more time and creativity on the strategy side to put that measurement system in place.