Maybe your sales are up. Maybe you have a few new Facebook fans or YouTube subscribers. Maybe people are tweeting positive vibes about your brand.
All of that is a good thing, right? Well, sure.
But how do you really know if your inbound marketing is working?
Beth Kanter, a longtime champion of social integration in the nonprofit world, makes a compelling case for thinking differently about the ROI (return on investment) of your digital media. Instead of focusing on the return, Kanter advocates measuring the change.