Regarding conversions - we already agreed on what needs to be done last week, that current social promo didn’t work (my mistake for not flagging numbers) and will re-launch paid promo once landing pages are done as it will be more clear to end users what we do and why should they care about what we do (and how it benefits them).
This will give us the ability to clearly track who is coming to the platform from where. Again, we cannot expect 100 clicks and 100 conversions, different people convert differently. They need to see it a few times, see more stories, more events (that’s why it’s important to have regular posts). Its Edgeryders branding 
That’s why I am working on gathering data on re-working the social media approach (I’ve added a post on what I’ll focus on, you can see it here, to re-think the persona and everything else connected. All these things will be shared with everyone by the end of the week.