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How do you determine the ROI of a social media strategy?
Is there some software that you use? Do you have someone manually go through data?
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Linda, I think your first goal should be to define what a conversion is. If you consider a direct sale as a conversion then you are going to want to look at the ratio of direct sales to the amount of traffic you are getting from social media sites. If you are looking at user retention as a goal then do the same with it.
Either way you can create customized tracking campaigns in Google Analytic that will help you segment your data. Also, if you want to take a serious long term approach you can create your own custom URL shortener at a service like http://bit.ly/ to track and manage your CTR and ROI.
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