Do you measure the return on your social media investment?
It seems blasphemous not to, yet that’s exactly the direction we’re experimenting with at Buffer.
We’ve recently shifted our focus toward email list building along with continued traffic growth. These metrics are common enough; it’s what we’ve stopped measuring in lieu of email that is most unique and notable.
Why We Stopped Focusing on Direct Social Media ROI: a New Way of Viewing Conversions