Chapter 29. Tracking Social Media Marketing Performance

As you’ve seen, social media marketing is growing in importance. It’s also somewhat multifaceted, which makes measuring performance somewhat tricky. How do you know when your Facebook and Twitter efforts are paying off?

Fortunately, there are some objective performance measurements we can employ, along with some more subjective ones, as well. Success in social media is a combination of hard numbers and soft indicators.

Tracking Hard Performance Metrics

Social media is all about conversation, but how do you measure conversation? Obviously, there are subjective evaluations that can be made, which are discussed later in this chapter. But there are also some tried-and-true hard metrics that ...

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