Ritika Puri is a content marketer, freelance business writer, and media entrepreneur._This article originally appeared on the Adknowledge blog. Smart marketers know social media is a customer engagement power tool. The problem? They can’t prove it. Broken systems and incomplete analytical models leave marketing managers in a lurch. The task of asking for more budget becomes a leap of faith, and CEOs don’t like that. All social media managers (and advertisers) struggle—at some point—to prove their team’s worth. The c-suite fully understands and believes in the power of social media. But they need spreadsheets, not a hunch, to invest in...

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