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Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media by Liana Evans

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4. It’s ROC (Return on Conversation), Not ROI (Return on Investment)

When it comes to understanding how to develop successful strategies in social media marketing, you need to alter your thinking from the traditional ways of measuring success (to learn more, see Chapter 3, “Goals Need to Be Defined”). When it comes to social media, the primary issue is the investment that companies make in the conversations that are happening instead of the ads they are sending out to those social media communities.

Measuring the Conversation

The different types of measurable goals explained in Chapter 3 are just the beginning. You can measure many more metrics, although doing so can get quite resource intensive. Doing this type of in-depth analysis of conversations ...

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