May 2025
Beginner
736 pages
18h 27m
English
Content preview from Social Media Marketing All-in-One For Dummies, 6th Edition
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Chapter 7
Making Decisions by the Numbers
IN THIS CHAPTER
Making decisions based on metrics
Diagnosing and fixing problem campaigns
Keeping your online marketing grounded
It’s probably safe to say that all professionals whose companies use social media 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. This chapter shows 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 branding, sentiment, goodwill, and quality of leads with the objective performance metrics of traffic and click-through rate (CTR) and the business metrics of customer ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.