25 Must Read Social Media Marketing Tips

If you don't have a clear picture of what you are aiming for, you're definitely not going to be able to measure it or track results against it. Once you have an answer to that question, then there are a whole host of specific metrics that you can align against it. For example, you can measure volume or tonality of conversation. Or link frequency and actual clicks. Or content generation and influencer engagement. We have been building a model that has dozens of these types of metrics, that we can customize for each client engagement.  

Efficiency is elusive/It's hard to execute social media efficiently- Large companies have made a science out of finding efficiencies in media, and have been pretty successful squeezing most of the fat out of production budgets. But, social media, in a lot of ways, is the exact opposite of mass: Labor intensive, highly involved, non-standardized.

By it's nature, social media is slower than Mass. The Blendtec guys were at it for a while, before \"Will it Blend\" went big. Viral hits like \"elf-yourself\" don't just happen overnight in most cases, even if it seems like it to us. Tv-centric companies are used to turning on the ad (or dropping the FSI, or starting the promotion) and seeing the results immediately. For companies that are used to the velocity of impact that comes from \"mass\" media, the slow, steady approach may be frustrating