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The greatest challenge of social media marketing is finding a way to quantify its marketing value. Actions such as likes, shares and retweets shed insights on which kinds of content make the biggest impact on your target audience, but where and when does that translate to monetary or conversion values? In terms of concrete numbers, how can businesses actually measure the success of their social media marketing efforts? 

The key lies in remembering that social media is about engagement, not sales. To evaluate the effectiveness of a social media campaign, don't focus on measuring the activities themselves. Instead, figure out how those activities tie in to other marketing objectives you can measure. 

Published in The Marketing Edge

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