Social networking now accounts for 11 percent of all time spent online in the US – with 100 million unique visitors and more than a billion tweets per month. The conversations taking place on these social networks can build or erode your brand, reputation, leads, sales and revenue. This paper discusses how to measure and manage the impact of social media interactions, better understand the five levels of consumer engagement, and establish a planning strategy to track sentiment, effect change and improve performance.
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