Measuring What Matters in Social Media

We are wired to love BIG and to believe that bigger is better. But in the case of measuring social media, our fixation with BIG can sometimes drive us to misleading results. Just focusing on the number of fans or followers may not be the best indicator of the real value of a brand’s social community. There are many reasons that brands should embark on a social strategy, whether it’s to create buzz and brand awareness, generate leads, increase customer loyalty, drive website traffic, or even move the needle on sales.

via Measuring What Matters in Social Media – comScore, Inc.

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