What To Measure In Social Media

On the advice of a reader, Peter Da Vanzo steps through the process of managing and demonstrating the value of a social media campaign. Some of the measurements he believes are important are rising revenue, the competitive advantage, increases in visitor numbers, and reach.

While there's no one tool or technique that can measure and track all data, Da Vanzo suggests considering analytics, behavior tracking, dedicated tracking codes for links, coupon codes on Facebook or Twitter, and customer surveys. A satirical video Da Vanzo lifts from YouTube explains why marketers should consider social media.

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