Lead

In the realm of social media, a lead refers to an individual or entity that has demonstrated some level of interest in a brand, product, or service by interacting on social media platforms. This interaction could be as simple as liking a post or as involved as filling out a contact form after a well-executed social media campaign. These potential customers represent 'the next step up from an impression,' meaning they've engaged in a way that counts as a signal toward intent to progress further along the sales or marketing funnel.

Social media leads are important in digital marketing strategies—more so now, arguably, than ever—because they represent a certain level of interest that can be nurtured, often through good, old-fashioned, targeted follow-ups and retargeting ads. But leads are kind of like calories in that not all of them are created equal. Some come topped with high engagement, others with a far more tenuous hold on the selling and buying narrative, and a few with a psychedelic sheen that can only be explained by asking some very uncomfortable questions about hashtags and influencer partnerships.

Marketers track these leads, too, through various metrics and tools that help them measure the effectiveness of their campaigns in attracting and encouraging potential buyers to take action. Tracking is important. Because if leads are not tracked, it's kind of like finding crocodiles in your garden and being unable to explain why they’re there.