I was quoted in the latest issue of BtoB Magazine on social media ad metrics and best practices. You can find the article below.
Recommendations seen as essential to making medium “safe and scalable’
“Once we’re on the same page, then we can define subgroups of advertising. Is it an interactive banner ad, is it an engagement ad, etc.”
One of the most important things to measure in social media is engagement with users, Kovac said. “We want to measure the behavior—not just who’s clicking on what,” he said. “Then we can understand who are the influencers. For example, we look at how many people are commenting on our blogs and forwarding them to friends.”
Kovac said that while measuring social media is important, it is also hard to standardize metrics, particularly for something like influence.