The document discusses why social media is important for brands. It argues that people buy products and services based on the brand's purpose and values rather than just the products themselves. It also states that a brand is defined by people's gut feelings about an organization. Finally, it suggests that social media allows brands to connect with customers and fans, engage in conversations, and measure the impact on business metrics.
46. number of newly acquired customers
number of customer referrals
number of transactions
changes in repeat customers
uplift in other marketing channels