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The PayPal Official Insider Guide to Social Media: Make money through viral marketing by Brian Proffitt

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11. Evaluating Your Social Media Success

Throughout this book, social media has been framed as a conversation. And while that is most certainly a good description, at a certain point there will be a need to analyze these conversations and figure out just how they are affecting your business.

At the end of the day, you are going to need to quantitatively measure what you are doing and figure out if it’s helping you drive sales to your business, memberships and donations to your organization, or whatever you are trying to accomplish.

An Introduction to Metrics

Metrics are a funny thing. On the one hand, they seem pretty simple to understand, and yet they are the most misunderstood aspect of business analysis.

Here’s the simple definition: metrics ...

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