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Social Media Marketing: An Hour a Day, Second Edition by Dave Evans

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Chapter 13

Week 1: Objectives, Metrics, and ROI

Walking into a ballgame, you’ll often hear someone shouting, “Programs! Get your programs! Can’t tell the players without a program!” I can’t think of a better analogy for this chapter: It’s all about nailing down—in writing—the metrics you will use to measure progress toward your goals. Knowing what to measure—and indeed what social media channels to apply—begins with your business objectives and your audience.

Chapter Contents

  • The Basis for Social Media Metrics
  • Choosing Social Media Metrics
  • Real-World Connections
  • Planning for Measurement
  • The Main Points

The Basis for Social Media Metrics

In any marketing program, it’s usually safe to assume that the fundamentals of the program are at some ...

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