While some brands continue to debate the merits of social media in their marketing mix, others have made tangible strides in measuring these initiatives. Defining the roles and responsibilities of each channel within the brand marketing mix allows brand managers to decipher the social dilemma.
First, identify social media levers while understanding the drawbacks. Second, develop relevant key performance indicators (KPIs) tied to the brand’s business objectives. Next, use advanced analytics for your social campaign to....