Measuring the effectiveness for a social media campaign is not as straightforward as using other media…

There are hundreds of ways of measuring social media…

Forget last-click, it is not about getting the sale, it’s about getting engagement…

It requires a bespoke approach…

It is easier if there is a direct call to action…

Measuring social media is often about the number of conversations being generated, how many people are talking about a brand and the sentiment and enthusiasm for that brand…

Over time it translates into broader brand engagement, loyalty, net promoter scores…which will lead to sales…

Source: Marketing magazine