Don't Just Count Your Vanity Metrics

"Many (social media) marketers spend most of their time to get as many leads as possible without a strong lead scoring system," writes Francis Rey for Social Barrel. 
Social media marketers put too much of an emphasis on what we call "vanity metrics," where the focus is on the Page Like and Follower increases and inclusive of how those prospects turn into actual customers.

Learn How to Score Leads

A scoring lead system allows the social media marketer to associate a score to a visitor's on-site behavior and help marketers tag who is merely browsing for content or looking to make their next purchase decision.
Rey's article is by far the best and most clear explanation of how to build and execute a scoring lead program.