Measuring the effectiveness of social media still remains a challenge for social media managers the world over. While measurement is a part of the job, it can still be daunting to hear this question from the powers that be: “What’s our return on investment?”
Determining ROI can be challenging, but it’s not impossible. It can be as simple as examining what you might be overlooking in your metrics.
One set of metrics that is frequently overlooked is the website behavior of people coming through social media channels.