You’re welcome, Sander!
Yeah, that’s a great question. It can be tough like you said. I wonder if we can approach this with a mix of 50 percent traffic/revenue and 50 percent engagement/brand for a start and then shift the balance further down the road. 🤔
As for measuring brand awareness, I believe there are several surveys that companies can conduct to measure it. For us at Buffer, we have been using Net Promoter Score (NPS). While it isn’t specific to our social media efforts only, we find that it’s still a helpful metric to pay attention to.