Social media often gets blamed for being unmeasurable. In reality, the problem is usually measurement strategy, not the channel. Here is how to connect social activity to the metrics leadership cares about.
Define the funnel first
Awareness, engagement, and conversion each need their own metrics. Mixing them creates noise. Decide what each campaign is meant to do before you measure it.
Attribution without obsession
No model is perfect. Use a consistent attribution approach, layer in incrementality testing, and focus on trends over vanity precision.
