One of the biggest challenges that marketers face—whether coming from a Fortune 500 or a scrappy startup—is how to measure the effectiveness of their social media efforts. This challenge is often answered with elaborate dashboards, data visualization maps and obscure metrics that are so complex no one in the room can understand—including the presenter. The aforementioned charts, graphs, and maps may look pretty (and keep agencies employed), but they leave us lost. And the problem perpetuates because marketers, more so than most other professionals, never admit when we’re lost.
Because the truth is, there is no clear-cut way to measure social media.