Jun 15 Posted 3 years ago
I agree with the contents of this post - great article!
The fact that social advertising is mostly about branding directly points to the fact that social campaign success is difficult to measure. I think that is primarily what marketers who are confused as to how to measure social campaign success, and wondering why it is not equating to so many sales dollars, need to understand. Instead of allocating tons of budget to social campaigns because everyone is saying it is the thing to do these days, marketers should be smart about utilizing the most cost-effective methods possible for increasing brand awareness through social, which they cannot do if they are not measuring the types of KPIs mentioned here - not the typical KPIs that are used to measure traditional marketing.
Thanks for letting me share my two cents! Cheers!
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