Win The Social Marketing Measurement Game

You’ve no doubt heard the question: “How do we know that social marketing drives sales?” But just as
not all TV spots or billboards are intended to drive direct response, not every social marketing program
is designed as a sales trigger. To measure the success of social marketing — indeed, of any marketing
tactic — you need to think of your customers’ journey as a board game like Monopoly. !en follow three
simple steps: 1) identify which stage of the customer journey your social marketing program is designed to
support; 2) measure whether your social marketing e%orts have moved your customers to the next stage of
their journey; and 3) count how many times your customers pass “Go” so you can collect $200. If you keep
your customers moving around the board, eventually you’ll win the game.

Elliott, Nate
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