Chapter 7: Making Decisions by the Numbers
In This Chapter
Using metrics to make decisions
Diagnosing problem campaigns
Returning to basics
Reenergizing your creativity
A 2012 survey from the Society for Human Resource Management (SHRM) showed that only 21 percent of professionals whose companies use social media said that they measure their return on investment (ROI). By using the tools for assessing qualitative and quantitative results, including ROI, you can certainly count yourself among those happy few who do! However, there’s no point in collecting metrics just to save them in a virtual curio cabinet. The challenge is to figure out how to use the numbers to adjust your online marketing campaigns, whether they need fine-tuning or a major overhaul. In this chapter, we show you how to analyze problems, see what your data reveal, and then use the results to modify your marketing approach.
Using Metrics to Make Decisions
In spite of the hype, social media is, at its core, a form of strategic marketing communications. As a business owner, you must balance the subjective aspects of ...