Measuring Your Brand’s Social Media ROI

We are witnessing the great social media revolution these days, and it can hard to keep up with all the new marketing resources and channels.  The old ways are increasingly on their way out as more and more social media outlets crowd the stage.  Employers are expending valuable human and financial capital into social media day after day, but what kinds of actual returns are they seeing?  It is important to measure your marketing efforts with real metrics in order to effectively utilize, and capitalize on, social media and drive your business’ success.

But how do you do that?  Sure, I can log in to social networking sites like Facebook or Twitter and see how many followers or “Likes” I have, but there is more to those numbers than that.  Some social mediums, like Facebook, offer some useful demographic and analytical information, like impression percentages, but lack when it comes to effectiveness metrics and online connectivity, just to name a few.

Thankfully, there are start-ups and other businesses that have developed various programs and analytical software that can shed light on these hidden metrics.  The folks over at Fast Company have put together a great article on a few of these resources and how they can be used to strengthen and expand your brand’s online presence.  With Facebook users spending a surprising 12.7% of their online time on the site, what more can your business be doing to have an effective social media presence with real results?  Share your thoughts in the comments below.

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