Social Marketing and Why Traditional Measurement Doesn’t Work

Brands have jumped in whole-heartedly to social marketing in 2012, with active Facebook Pages and sponsored ads, Google+ pages, YouTube channels – you name it. And while headcount and budgets have been growing for this direct marketing channel, the effectiveness is still eluding many C-level marketers. Is it working, and how do you tell? Here are five measurement strategies that will increase social effectiveness.

By Peter Heffring, president and CEO of Expion

Brands have jumped in whole-heartedly to social marketing in 2012, with active Facebook Pages and sponsored ads, Google+ pages, YouTube channels – you name it. And while headcount and budgets have been growing for this direct marketing channel, the effectiveness is still eluding many C-level marketers. Is it working, and how do you tell?

Many brands are falling into the trap of trying to measure social channels like they would more traditional marketing channels.

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