Can a traditional funnel approach be used to measure social media campaigns? This paper shows one approach to measuring Twitter campaigns with a funnel. The Twitter funnel differs from the traditional framework in the underlying metrics, measurement techniques, and more importantly, the levers marketers can pull to optimize campaigns and ongoing engagement. This paper walks through a basic framework and a sample analysis based on one of Dell's recent tweets.
This whitepaper was created by 20 Decibels with the Social Media Society for distribution at OMMA Social 2010 and Social Media Week in NYC 2010.
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