The document summarizes a presentation on using metrics to monitor and manage social media marketing. It discusses defining SMART goals, using analytics tools like Google Analytics and Facebook Insights to measure key metrics, and employing predictive analytics to understand return on investment beyond direct sales. The presenter emphasizes setting goals, monitoring metrics over time, making adjustments as needed, and applying predictive models to understand customer behavior and lifetime value.

1. Using Metrics to
Monitor and Manage
Your Social Media
Marketing
B2BCamp 2013
Washington, DC
January, 12, 2013
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2. Angela Hausman, owner of Hausman and
Associates, is an Associate Professor of
Marketing at Howard University. She is
the author of several books and numerous
publications on social and internet
marketing. In additional to writing for
Hausman Marketing Letter, she is a
popular writer on Business 2
Community, Social Media
Today, Technorati, and Social Media
Mags, Follow her on Twitter
@MarketingLetter or on Facebook!
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3. ROI?
Loyalty?
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4. Hausman and Associates

5. Michael Stelzner, Social
Media Examiner:
Marketers are
beginning to
understand that the
ROI of social media
extends beyond
sales goals.
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6. Hausman and Associates

7. Hausman and Associates

8. Google Analytics
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9. Facebook Insights
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10. Predictive Analytics
Y= ƒ (Xi, ßi)
 Behavior= Attitudes, Social Norms
 CLV
 Tech Acceptance = Perceived Usefulness, Perceived Ease of Use
 Events = Community Engagement, Performer, Venue, Location
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11. Take Aways
 SMART Goals
 Metrics?
 Dashboards
 Monitor/ Tweak
 Predictive Analytics ≈ ROI
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12. Questions
 @MarketingLetter
 http://hausmanmarketingletter.com
 http://LinkedIn.com/in/angelahausman
 http://Facebook.com/angela.hausman
 http://Pinterest.com/MarketingLetter
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