Which KPI is NOT a measure of social media ROI?

Total number of followers on social media is not a direct measure of social media ROI because it primarily reflects the size of an audience rather than the effectiveness of social media in generating tangible business outcomes. While an increasing follower count can indicate growing brand awareness and engagement, it does not directly correlate to revenue, lead generation, or customer satisfaction, which are key components of ROI assessment.

In contrast, metrics such as direct sales revenue from social media or lead conversions directly demonstrate the financial impact of social media efforts. Customer ratings and reviews also provide insight into customer satisfaction and can indicate how well social media is performing in terms of brand perception, which may influence purchase decisions. Thus, while total followers may be useful for certain marketing strategies, it does not provide a clear measure of return on investment.