Social media marketing is about people and communication. But, it is a lot more than just making conversation: there are some serious metrics at work behind the scenes. Market researchers analyze the entire social media marketing process to measure the return on investment (ROI).
The following columns (next page) provide examples of website activity and survey metrics that can occur through a casual conversation with friends or following a shopper through a buying experience. The market researchers for social media have a list of metrics they use such as: