Metrics & ROI - It's amazing what some marketers are still measuring. Maybe they don't know any better, or maybe they're just married to legacy metrics that once made sense.
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It's one thing to have a hundred likes (thank you to everyone who acknowledged our anniversary post), but for your business, do likes translate into buys? It's hard to keep up with Social Media, even more difficult to determine if popularity equals profit. At this point - no. So look at what your social media efforts - are all those FB and Instagram postings translating to sales? To reputation?
I'm working on that question myself!