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The Complete Idiot's Guide to Twitter Marketing by Esther Schindler, Brett Petersel

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Monitoring Your Brand

We like to think that you instinctively know why it’s important to collect metrics on your social media marketing plan. Without some kind of measurement, how do you know if you’re reaching your goals? How do you know if one plan is effective and another is not?

Unfortunately, in the hectic effort to share information on Twitter, sometimes it’s easy for analysis to get shunted to the back burner. You know you should look at the data so that you can make better decisions and use your time better. But daily demands—not the least of which are publishing Tweets—put such analysis tasks on the “I’ll get to it sometime soon” list along with “clean out the refrigerator” and “update my 401(k).”

It’s necessary, though. And if you do ...

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