Social media marketing can be a great way to drive customer engagement, but businesses aren't always sure how to measure its success. To get a better handle on how you're doing, look at factors such as upcoming technology, what your competitors are doing and how many sales you generate via social media, writes Heidi Cohen, president of Riverside Marketing Strategies. "[Y]ou may need to monitor customer engagement earlier in the sales process since social media can influence sales before your monitoring starts tracking results."

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