Making Social Media Metrics Work for the Business

It is common for businesses to measure social media results after a campaign ends. It makes more sense to integrate the metrics into strategy development.
-By Joshua Ferdinand

Using social media is a strategy in and of itself, and every strategy needs goals and methods for measuring progress toward those goals. Unfortunately, it is still common to pick a few popular social media sites and start posting, without first identifying what the business is working toward or precisely how it will know a social media initiative is bringing the desired return or results.Organizations use social media to build brand awareness, attract customers, expand marketing reach into new segments, drive customers to a website or leverage technology to reduce marketing costs.

Integrating measurements into the design of the strategies will enable the organization to know what is working and what is not working so that adjustments can be made as necessary.

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