What is a social media conversion?
Depending on the brand, business, or company, you will likely have different goals for your audience engagement. For example, an eCommerce brand may be trying to get as many viewers to purchase as possible, while a blogger may be aiming to get potential customers signed up for their email marketing campaign. When measuring social media conversions, you are simply calculating the number of viewers engaged with the desired action.
So if you are hoping for viewers to click through to view your blog page or click a follow button on your social networks after seeing your posts, that is what you measure. It will differ from campaign to campaign but will always help you see if your marketing efforts and type of content are working.