Brief: Stop Measuring Social Engagement

Measuring social marketing is hard, and tracking engagement data doesn't make that task any easier. In fact, even Facebook itself now admits that engagement doesn't prove success. Marketing leaders must instead gauge the performance of their Facebook pages and Twitter accounts by tracking customer loyalty and lifetime value. This report will show marketers how to break their addiction to meaningless engagement metrics and tell them which tools can help them measure the business outcomes of their social programs.

Publication: 
Forrester
Author: 
Elliott, Nate
Document Type: 
Research
Paywall: 
$

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