Why you must measure social

+Mark Schaefer shares 4 critical reasons why measuring social is necessary:

1) There is an implied value to everything.
When it’s your turn to justify the existence of your marketing efforts, you should be able to demonstrate business value, and data provides a better explanation than conjecture.

2) If we are expending human effort, it should be justified.
As a business owner, are you willing to spend large amounts of revenue per year without requiring any accountability for some sort of return?

3) If you’re not measuring, how do you know you’re making progress?
Indeed, everyone needs a social dashboard (and perhaps more importantly an overall online marketing dashboard) If not, how can you prove you're succeeding?

4) There is no excuse not to measure.
There are tools [like our new Social Reports] to measure outcomes and KPIs -- and even if you can't measure every single micro interaction, DM or result, trending data can show you that you're headed in the right direction.

See Mark's full post linked below.
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