Improving return on investment and measurement on Facebook

Kizzy Lilburne

Journal of Digital & Social Media Marketing, 2017, vol. 4, issue 4, 352-357

Abstract: The role of social media is changing, not only as consumer trends rapidly shape and as social networks truly start to understand their value, but also as marketers become more demanding of social media channels. No longer are social media platforms simply a place for brands to interact with their fans and try to increase brand love in the process. Today's brands are demanding return on investment and an immediate payback. This paper shares four big lessons on how to make Facebook content pay back, in both the short term and long term.

Keywords: ROI; Facebook; reach; effectiveness; return; investment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2017:v:4:i:4:p:352-357

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