When social media first appeared, businesses hopped on board, not necessarily understanding how social media and social media campaigns would fit with their overall marketing strategy, or contribute to ROI, but knowing they needed to participate.

Today, business are much savvier – they are creating targeted messaging, developing online relationships, improving brand awareness and visibility, generating interest, and inspiring evangelists.

But how do they measure the effects of each effort to know what works and what doesn’t and how to improve? Marketo shares shares some ways to make social marketing efforts measurable and which metrics are important to evaluate.

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