: Track metrics against original key performance indicators (KPIs). 3. The Shift in Consumer Behavior
A strong emphasis is placed on using social media data to derive actionable consumer insights, moving beyond vanity metrics to measure ROI.
"...the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for the social media stakeholders." Why This Text Matters
(Tuten & Solomon, 2020, p. [page number])
Information no longer flows exclusively top-down from brands to consumers. Instead, it flows horizontally from consumer to consumer via word-of-mouth (WOM) and user-generated content (UGC).
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