Social media has quickly become one of the preferred marketing channels. When done right, social media can foster meaningful relationships between brands and consumers. However, since social network advertising is relatively new, many marketers still have many questions, such as: which metrics matter, what ad formats are working or are not working, how to evaluate these campaigns and how to efficiently and effectively optimize. Our presentation will address these questions, in addition to reviewing our findings from our joint white paper with Kenshoo. We will also unveil our newly defined metric that all marketers should be using to measure success
