When businesses use a particular strategy to further their interests, it is obvious that they want to measure the exact return on their investment. In my opinion, key factors that indicate the effect of social media marketing on the customers are loyalty towards brand, customer satisfaction, and revenues generated through such efforts.
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One method would be to set up unique URLs and track which users register through that page. Then you would simply use basic tracking techniques to review how often they return to your site or if they convert to premium customers (depending on your model). You could also run giveaway …
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