3 ways to measure social media

Focus on 'vanity,' traffic patterns, behavior

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There is a lot of buzz around social media. Buzz might not even be the right word. Cacophonous roar might be more appropriate. It seems as if everyone who was a search-engine-optimization guru last year is a social media guru this year.

A lot of the talk in social media is about the concept of engaging your audience. The theory goes that if you can engage an audience via social media they’ll be that much more likely to do business with you.

But how do you really know?