As digital marketing increasingly becomes more and more measurable, there is no reason brands should not understand the effectiveness and reach of their social media. Gone are the days when traditional PR and media strategies relied on the “spray and pray” method. Today, businesses can know exactly where, who, what, and why an influencer or customer mentions their brand. The advantage of this is the ability to engage with users in real-time and activate the data received. The ultimate goal for brands? To understand whether or not their messages are successfully communicated to intended audiences.
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