20. How to Measure the Impact of Your Social Media Campaign

When you think about it, the only truly important social media metric is good old return on investment (ROI). Everything else—traffic, comments, followers, leads—is just a stop along the way.

Without a positive ROI, there’s really no reason to run a social media campaign (unless you’re doing it just for kicks). If your social media campaign doesn’t have a positive ROI, it won’t be long before you get a knock on the door from the CFO or CEO telling you to shut the whole thing down.

It’s a good idea to keep ROI on your radar screen at all times. It’s easy to get distracted by the minutiae of running a campaign, but ROI should be front and center in everything you do.

One of the ways we ...

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