So many marketers fret about measuring their social media activities, but they really shouldn't. Dave Fleet, the Vice President of Digital at Edelman Toronto, talked with us and explained that social media activity should be directly related to business objectives. When these two areas are connected, the metrics become apparent.
According to Fleet, the reason measuring social media becomes confusing is because, more often than not, marketers fail to create a solid plan. If they start with a plan, develop business objectives, and then find measurable tactics that tie back to the plan, the metrics should be clear.