Most businesses simply don’t measure the impact of their social media marketing. The reason is often that they don’t have the tools.
Traditional measuring tools such as some Web Analytics platforms can be incapable of measuring social media. More advanced (and expensive) Web Analytics applications however often can.
Social media communication strategies are used by all types of companies (from one-person home businesses to multinational corporations).
The main goal of social media communication is consumer outreach, but an underlying concern is finding a way to woo fickle consumers with a believable brand.
Through the use of social media, companies add another layer of marketing to existing online marketing techniques.
Some companies also use social media marketing (SMM) as their first attempt at creating an Internet brand. Both types of companies use consumer trends from online marketing research to identify what consumers want.