Ever since the explosion of social media marketing, there has been a push to figure out how to track online experiences and how they convert to actual consumer action.
The problem for most marketers is that they have a hard time seeing what influence the relationships they have nurtured on social networks have on customer behavior. Where exactly does it make an impact? The “soft metrics” of social marketing—Likes, comments and retweets—don’t directly point to how social impacts purchase decisions along the customer journey. So instead of strategizing based on business data and results, marketers are relying on their intuition that social media impacts their business.
We have seen a handful of platforms emerge to help social media metric strategy grow from adolescence into a mature digital marketing channel. Hootsuite and Radian 6 are some of the heavy hitters, but it still seems like true results of social media’s influence…
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