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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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68. Measuring the Effectiveness of Social Media

We have already had considerable discussion about the lack of discipline and knowledge that is needed to measure traditional media. It appears that social media might provide even more of a challenge for some marketers. According to one IDC study, only 25 percent of direct marketers have a strategy for measuring social media ROI. On the other hand, some marketers report that they find it easier to track leads from social media. As marketers become more accustomed to using different types of social media, I predict they will find it much easier to track social media than traditional media.

One of the challenges of measurement is making sure you are measuring the things that matter, as well as linking ...

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