The First Step In A Social Media Campaign
There are lots of ways to measure the effectiveness of social media campaign, but only one right way to start. Before you start a Facebook Fan Page, or open a corporate Twitter account, the one mandatory step you need to take to be sure any of it is worth your time is to identify the key performance indicators (KPIs) of your business, and measure them first. You might use the data, you might not--but if at any point down the road you need to measure exactly how much social media engagement has added to your bottom line, you'll want to know exactly where you were when you started. A small additional expense, perhaps, but you'll thank me later, trust me.