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All I ask for is a donation of one million US dollars to Doctors Without Borders. If you are engaging in brand advertising on social media channels then the metrics you should solve for should be the first three.
You do Economic Value and you will never, ever have to beg for investment in Social Media, and your career will get on the fast track. But showing some direct economic value will get you permission to do more of that. The challenge is that thus far it is hard to pull them all together in one place.
I am going to break one of my unspoken cardinal rules: Only write about real problems and measurement that is actually possible in the real world. I am going to define a way for you to think about measuring social media, and you can't actually easily measure what I am going to recommend. I'm proposing four distinct social media metrics we should measure, (and this is so cool) independent of the social channel you participate in. We know little about who is on the other end of the TV set and the medium places limits to what we can do. But social media has a profound advantage you can tap into.