Organizations continue to adopt social media marketing practices at an astonishing rate, yet most still do not work to create highly measurable social media strategies.
In a period of time when budgets are scrutinized and executives seek proven methods over experimental tactics, marketers must utilize the plethora of data available via the web to justify large capital investments on social media marketing.
So… What kind of data exists on the web? How do we measure this data? What kind of insights does this data provide? And how do we create this so-called measurable strategy?
In September, I set out to answer all of these questions in an effort to pave a path for measurable social media strategy development. This white paper covers the importance of creating a measurable campaign, types of data we can measure, how to measure and analyze this data, and how we might determine a financial impact of our social media marketing efforts, and much more.
I’d love to hear your feedback. Enjoy!
Determining the Impact of Customer Relationships: Social Media Measurement & Analysis
UPDATE: Here is the working link to the white paper
http://scribd.com/doc/21007719