Over the past year social media has taken up valuable real estate in the toolboxes of many a PR pro. However, many pros still face hurdles selling the utility of social media to their company or clients. Managers and clients want to know why it’s worth paying an employee to Tweet away all day. For the most part, there is a struggle to pull relevant numbers that reflect the value of social media.
There are many metrics that can be tracked to show success, but the total number of fans and followers is not one of them. The main reason is that any bot can attain large numbers of followers for a small amount of money. These followers are often other bots, not potential customers. Then what should you track? Continue reading