How to optimize a social-media marketing campaign

Online marketers are used to optimizing e-mail, media and SEO campaigns, writes Harry Gold, but social-media marketing is often allowed to simply drift along. That’s understandable, since it’s harder to get a handle on social-media return on investment, but recent tools and metrics make optimization entirely possible, Gold argues. “Don’t just track social-media data and actions. Analyze and optimize them just like you do with online media, search and e-mail!” he writes.  ClickZ


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