Social media marketing must be measured

While some businesses may launch a social media marketing campaign on Facebook or Twitter simply because of the popularity of the sites, the scheme must still be measured, it has been claimed.

Peter D, in an article for SEO Book, explains that essentially, social media marketing does not differ greatly from other types of advertising in that it should be accountable and ultimately demonstrate value.

But he adds that companies should also consider why they are choosing to turn to a particular social media site and what they hope to achieve through this.

"A company may do a one-off campaign for fun [...] or because they think it is trendy [...] but they'll soon move on to the next big thing unless social media can demonstrate how it helps them achieve their marketing goals," Mr D states.

Liana Evans, in a recent post for Search Engine Watch, stated that listening to the feedback and opinions of consumers is an important factor of effective social media marketing.

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