The Metrics that Really Matter for Tracking B2B Social Media ROI

It’s easy to get caught up in the hunt for social media performance metrics that give you an ego boost. But “vanity metrics” like number of follows, likes, retweets, Klout scores and even shares don’t really indicate anything about the success of your marketing in a business sense. Vanity metrics may look impressive when people click through to your social profile pages to get a sense of how active and engaged you are, which can somewhat help add to your credibility online, but vanity metrics are extremely ineffective as signposts…

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