4 Tips to Get the Most Out of Social Media This Holiday Season
4. Track results. If you're going to pursue social media, you need to track your results like any other marketing channel. There are a wide range of tools available to understand how social media is impacting your results — even to the individual customer level. You can analyze how viral your marketing messages are or even how many times your messages have been shared through a particular social media channel. By using social analytics tools, marketers can assess clickthroughs, web links that are liked or commented on, and even brand sentiment shared through social channels. Additionally, marketers should also understand what percentage of sales traffic is being driven by social media, then compare that information to that of their competitors.