Measurement
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Social Media: Measuring the Right Things - Online Fundraising, Advocacy, and Social Media - frogloop
You’ve heard it time and again: Reports, analytics and tracking are critical to social media success. But why are they important? And what should you be tracking, exactly? Before we get to those questions, let’s define “social media success.” It’s a little bit of a misnomer, because your organization’s success is more important than any individual program’s or strategy’s success. So let’s define social media success as “organizational success driven, in part, by social media.”