Social media marketing options are the choice du jour for a range of businesses, regardless of size, industry sector or revenue benchmarks. However, while its popularity has yet to dim, as companies become increasingly involved in the channels, the difficulties of measuring return on investment are coming to light. 
What makes for a truly successful marketing campaign? How do small businesses determine if their promotional efforts have accomplished the goals that were set for them? Marketing metrics, analytics and data are the big answers to these questions.
An integral part of creating, adjusting and maintaining any marketing campaign is knowing your customers.
For the budget-conscious small business owner, being able to determine the cost-efficiency and impact of marketing campaigns is crucial. When money is tight, entrepreneurs need to be spending their resources on promotions that guarantee results.
When it comes to analyzing and measuring the effectiveness of social media marketing efforts, the first thing companies tend to look at is follower or “Like” counts.
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