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Which social media marketing metrics really matter (And to whom?)

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Forrester analyst Nate Elliot says marketers that focus on social media metrics such as fans and followers are missing the boat. “If the number of fans or followers you have doesn't tell us whether you've succeeded as a company, then what does it tell you?” In a new report, which he cites in his blog, Elliot presents a model for social media metrics, encompassing different objectives such as branding and financial goals.
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