It is easier than ever to collect data about how your online communication is working. It seems that most organizations are sticking with the easy stuff, however. What happens after someone likes your brand or shows up on your webpage? Even if they “engage” with your brand on social media, where does that lead?
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The focus for many social media programs over the last few years has been about “Reach” (e.g. followers, likes and subscribers) and “Engagement” (e.g. shares, retweets, comments). What hasn’t been as easy is proving that a social media program is working.