How to measure social media success

04/5/2012 | InformationWeek

There are plenty of ways to measure social media return on investment, Debra Donston-Miller writes. Tallying Facebook fans and Twitter followers is too crude a measure, so try to find ways to gauge the quality of your fans, the demographics of your audience and especially the degree to which you're converting social chatter into sales. "[I]t's increasingly critical to measure what the social audience is doing as a result of the time they spend on your Facebook, Twitter, Pinterest, and other social sites," Donston-Miller writes.

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