To get a handle on whether your social-media strategy is actually working, you need to crunch some numbers, says social-media statistician Dan Zarrella. Monitoring subscribers, followers, re-tweets and time-on-site can all help you gauge whether your project is a hit, Zarrella says -- but don't forget to factor sales and new customers into your data, too. "The bottom line is always the best metric," he adds.

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