Social Media Marketing: An Hour a Day

Chapter 13. Week 1: Objectives, Metrics, and ROI

Walking into a ballgame, you'll often hear someone shouting "Programs! Get your programs! Can't tell the players without a program!" I can't think of a better analogy for this chapter: it's all about nailing down—in writing—what you are trying to do so that you know what to measure, so that in turn you'll know when you have achieved your goals. Knowing what to measure—and indeed what social media channels to apply—begins with your business objectives and your audience.

Chapter Contents

The Basis for Social Media Metrics

Choosing Social Media Metrics

Real World Connections

Planning for Measurement

The Main Points

The Basis for Social Media Metrics

In any marketing program, it's usually safe to assume that ...