Agile Meets Product Marketing: What’s Your North Star Metric for Growth for Social?

Agile isn’t just for product teams—marketing teams move just as fast. Finding the Right North Star Metric for a Brand Pivot is like picking the right karaoke song—choose wrong, and everyone tunes out.

I’ve been helping out our marketing team recently with product marketing on socials, and one challenge that keeps coming up is:

How do you define the right North Star metrics for social and content marketing when everything is shifting?
Engagement vs. Reach – Is virality more important than meaningful interactions?
More Followers vs. The Right Followers – Are we chasing numbers or building an audience that converts?
Brand Awareness vs. Community Building – What’s the real measure of success?
What’s the one social media metric that truly defines success for your brand? If you had to choose, would you rather have 10K followers who scroll past or 1K who engage, trust, and buy?

Would love to hear from fellow marketers, growth strategists, and product folks—what’s your North Star for Socials?