The Right Way To Measure Social Marketing

September 24th, 2015

Nate Elliott

With contributors:

Brigitte Majewski , Luca Paderni , Wei-ming Egelman , Laura Glazer

Summary

Measurement remains social marketers' no. 1 challenge — and too often, the metrics that marketers use harm their understanding of performance rather than help it. This report explains the two simple steps for successfully measuring social marketing: First, identify which stage of the customer life cycle your social marketing program serves, and second, measure whether your social marketing efforts have moved your customers to the next stage of the life.

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