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Let’s start this month’s column with four statements:

1. Social media measurement is not very effective. Even though there are many ways to measure, true, concrete success metrics still remain quite elusive.
2. Fan count is still a top metric. Sixty percent of marketers use friends, followers, or “likes” as a success measure (Chief Marketer, 2011).
3. The ROI question is unanswered. Return on investment is a top challenge of social media marketing, making budgeting difficult.
4. We don’t know what tools to use. One tool or several?

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