The benefits of social media are numerous, with the different platforms and channels each offering unique benefits and opportunities, provided you’re willing to put in the time and effort.

However, marketers still struggle to effectively measure their return on investment (ROI) on platforms such as Twitter and Faecbook, largely because they’re still attempting to calculate these results using traditional methods, or have become so dazzled by social metrics (Likes, followers) that they’ve lost sight of their original business goals.

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