By now your company probably has 3 or more social media accounts, and it has for some time. It is not always apparent why besides the fact that all your consultants and marketers said you should, and all your competitors do.
Knowing what the right metrics are and how to measure success is another challenge. If Coca Cola has 91 million likes/followers on their Facebook/LinkedIn/Twitter page, and your competitor has 486: Which should be the benchmark for your company? And are views more important than click-throughs? According to AdAge, the correlation between that click and a conversion is virtually nonexistent. Ug, that’s no help! (more…)