Chapter 11. Measurement
Introduction
To show business value and return on investment (ROI) for social media marketing campaigns, effective measurement is key. This chapter will focus on how you can prove the merit of the time and resources you invest in social media. It will help you convince your boss you're not just wasting time playing on Facebook.
In addition to conducting demographic research to identify which social sites your audience is using, you should also set goals with clearly defined levels for success. This chapter will discuss both of those topics, as well as teach you the basics of analytics on- and off-site.
Figure 11-1. This is an example of closed-loop marketing analytics using HubSpot software.
Get The Social Media Marketing Book now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
