Tailor social-marketing metrics to the goal

12/10/2009 | CustomerThink

The key to measuring social-media marketing efforts is to start with a clear definition of your company's goals, writes Akin Arikan, author of "Multichannel Marketing: Metrics and Methods for On and Offline Success." Arikan offers a list of potential business goals -- including brand advertising, direct response advertising and viral marketing -- and pairs them with typical metrics.

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