IN THIS CHAPTER
Comparing metrics among social media
Integrating social media metrics with web metrics
Analyzing social media with advertising metrics
Comparing social media with other online marketing
By now, you may be asking yourself whether web metrics (the science of measurement) are worth the trouble. They certainly matter if you have a business with a finite amount of time, money, or staff — which covers just about every business.
Metrics aren’t about determining whether your company is the best in any particular marketing or advertising channel. They’re about deciding which channels offer your company the best value for achieving your business objectives. Not to denigrate your instinct, but metrics are simply the most objective way to optimize your marketing effort.