Social media can be a tricky business. On one hand, it is a great thing: you are sharing your wisdom with your audience, absorb other people’s wisdom, engaging in conversation with people inside and outside you industry, getting involved in your community and much more. On the other hand, as a marketer you know that the investment should be justified. You need to show results for the time and effort you invest. In order to get satisfying results – you need to get your audience to become your customers. You need to convince them to consume the product or service you sell. But how will you know that what you are doing is effective? And more important, how will you justify this expense in time and effort? You need to keep score.
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