Social media marketing metrics have moved beyond likes and shares, but third parties are still having trouble closing the loop between a social connection and a purchase, according to HubSpot Chief Marketing Officer Mike Volpe. That means brands will have to rely on their own measurements and customer tracking to determine social's effect on the bottom line. "We actually measure the number of new inquiries we get from social media, how those progress through our sales process, how many of them become customers and what revenue we get off of it," Volpe says.

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