Came across this article which empahsies that as with any marketing tool, there needs to be a framework in place for social media.
It needs a team, a plan and a budget. As it relies on a user base, you already have to have a large following in order to get an immediate effect, if not, time needs to be invested in building this base in the first place.
The article also mentions some sites that can help to measure social media campaigns; Google Trends, Twitter search, Google Analytics, BackType and Compete.
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