"When your boss asks you for the ROI of your latest social media campaign, how do you respond?," asks Sarah Dawley on the HootSuite Blog. "Too many social media managers fall back on the easy answers: we gained this many new Twitter followers, this many Retweets, this many Facebook shares, and so on."

"Sure, these social media metrics offer surface insights into how a campaign or piece of content performed, but they don’t really show executives how your efforts are helping boost the bottom line," Sarah adds.

Here’s a list of social media metrics you may already be tracking and how to take them to the next level.

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