The popularity of social media is a topic that is often discussed around conference room tables in small, medium and large businesses. Every manager and business executive understands that they have to leverage social media to market to prospects, and to keep customers engaged, yet these same managers and executives find it difficult to objectively measure the success of these programs.As with any business program or project, if one cannot illustrate the need for, and success of, a proposed program, it is unlikely that the management team will approve that program. Is your business willing to spend time and resources on social media based solely on the fact that your competitors use this tool? If not, it is critical to find a way to measure the success of an internet marketing campaign and determine whether the social media marketing, pay-per-click and search engine optimization efforts are providing the success your business requires to justify these efforts. Moreover, if these programs are not achieving the results your business needs, you must correct or change your approach in order to achieve the ROI your business needs.
