In an era of severely limited organic reach, a paid social strategy that optimizes your budget is critical. But how can you best use promoted posts to reach your business goals without breaking the bank? That was the central question tackled by James Chong, senior manager of social customer engagement at TOMS, and Lauren de la Fuente, vice president of marketing and communications at Boingo Wireless, at PR News’ Digital Summit Feb. 24.
Social media measurement should be a holistic snapshot of engagement. Digital communications pros should capture the full spectrum of data.
Establishing built-in metrics to measure the performance of a content strategy is key to its success.