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Deploying and using Social Media is often quite rewarding since it's very easy to measure the impact of your efforts. Each Social Media application usually has it's own insights tool which will show you when and how users react on your posts. These insights are very useful so make sure you check them frequently and even more important, act on them accordingly.
Though insights will give you the best information you can always:
- Count the number of your followers, likes and retwitts.
- Monitor news dissemination through social media. If possible monitor your CMS for different entry points to your news articles.
- Use tools for accessing influence (e. g. klout, peerindex).
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Don't forget to let management know you are doing a good job. Show them insights, show them how your news are spreading, how your influence is spreading. It will be easier for them to grant you new resources if you have something to show. And don't forget to mention: in recession times Social Media takes more of your time and less of organization's money whilst producing very good results when managed in the right way.