Social media ROI: the one thing every executive says they want, but few understand what it is they’re actually asking for – yet every social media marketer dreads. In this session from Trust Insights Chief Data Scientist Christopher Penn, you’ll learn:

• What social media ROI is and isn’t – and how it differs from metrics like return on ad spend
• The state of social media ROI today
• Popular ways of measuring it and the best practices and most sophisticated methods for measuring ROI
• When ROI is the wrong KPI

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