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How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI by Nichole Kelly

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3. Social Media for Brand Awareness

Arguably, brand awareness has the longest history in marketing teams. It may even be the primary reason marketing teams were created—awareness was the one thing that salespeople couldn’t produce. In the hit TV show Mad Men, which focuses on an early advertising agency, brand awareness campaigns abound. Traditionally, they focus on catchy TV ads, radio spots, public relations outreach, print advertising, and direct mail. Big brands spend billions of dollars just for the possibility that you might remember their name. Because social media costs are pennies on the dollar compared to traditional media, it isn’t surprising to see companies working to leverage social media to boost brand awareness.

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