This is the second part of a three-part series on social media evaluation tools and techniques. You can read the first part here.
The key, I believe, lies in psychology and in developing a detailed understanding of how social media affects the decision making process. Only by doing this can we understand the true value of social media throughout the buying cycle, learn how to engage with and influence consumers effectively and measure the true outcomes of social marketing activity. The rest of the social media evaluation chatter is irrelevant.
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