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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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6. Measuring Social Media for Lead Generation

After you’ve prioritized your strategies, you can detail how you will measure success. You want to be able to measure any lead that has interacted with the social media channel, whether they came directly through social or they touched social media throughout the conversion process. For the sake of simplicity, we’ll call a lead that has interacted with your social media channels somewhere in the sales process a social media lead. Chapter 9, “Breaking Down the Barriers to Social Media Measurement,” will discuss the challenges with accurately tracking social media as a lead source, but for now we focus on leads who came from a social media channel prior to converting on your website. This is considered ...

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