Gauging Social Media Success
As with any marketing investment, it’s important to measure the return on your social media activity in both quantitative and qualitative terms. There are two schools of thought (at least) on the relative difficulty of each of those endeavors. Measuring the quantitative impact of social media marketing on your business performance in a meaningful way is very difficult because quantitative metrics can be a false indicator of consumer engagement, argues Mona Askalani, director of social marketing at Aimia, a Montreal-based provider of loyalty management services. “Marketers need to understand the meaning behind the numbers,” she says.