Hi, my name is Nikita Spice. I'm a senior social strategist here at 33.

When it comes to measuring social, it's really going to depend on your objectives and your strategy, both of which are really essential to define before you even start thinking about measurement. There's some other things to consider in the fact that social is a fast moving place. Metrics change, platforms change, and behaviors change. So that's why we always advise people not necessarily have a single metric that you really care about.

If you're still really worried about followers and that's your main metric for success, you're probably doing something wrong. We often advise clients to replicate what you would in any kind of marketing approach, which is a funnel approach. You're going to have your awareness, your consideration, and your conversion and awareness is all about the views, the impressions, the reach.

Consideration is where you're going to see the people that have engaged with your content followed you and then gone on to apply. Conversion is going to be where you're looking at the number of people that have gone from the social platform, gone to your website and had a little look around and potentially gone on to apply.