How to Optimize the Right Mix of Social Media Metrics and Drive ROI for Your Brand

There's a lot to clutter the numbers that actually matter

Brands can increase ROI by focusing on various data points. Getty Images

Social media can provide marketers with incredible insight on everything from demographics and psychographic data to emotional reactions in real time, essentially serving as a real-time focus group on any topic. This rich data has the potential to greatly enhance our analytics models and can even help predict business outcomes.

Matt Pharr is the chief analytics officer of MXM.
Mike Snead is senior director at MXM.