Measure and optimize social-media performance. Your Facebook post impressions might be on the decline, but you can still drive business value from social networks. Marketers should shift their focus to measuring the outcomes that matter.
Retool your social post strategy by figuring out what content results in engagement, clicks and sales. Test a variety of types of content (like status updates, photos, videos, links), and monitor performance. Analyze the days and times when your posts receive the most traction, and change your posting habits accordingly. Put your ad budget behind the content that can boost your bottom line such as product listings, event promotions and coupons. Monitor, report, and retest your approach.