IN THIS CHAPTER
Making decisions based on metrics
Diagnosing and fixing problem campaigns
Keeping your online marketing grounded
The 2016 Social Media Marketing Industry Report from Social Media Examiner showed that 86 percent of professionals whose companies use social media said want to be able to measure their return on investment (ROI). By using the tools for assessing qualitative and quantitative results, including ROI, they can certainly count themselves among those 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.
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 branding, sentiment, goodwill, and quality of leads with the objective performance metrics ...