The task of optimizing social campaigns can easily make us feel less like smart marketers and more like a digital advertising Dorothy. We set off on a quest to find the wonderful wizard of ROI, but many still struggle to locate the yellow brick road of effective tactics that points us in the right direction. And while native social media tools give brands a great foundation for achieving the best possible performance, many are unable to provide users with the power features needed to catapult campaigns from average to exceptional without a lot of extra manual work. But here’s the happy ending—we’ve run a ton of campaigns, worked with a lot of brands, and compiled what we’ve learned in this nifty guide.
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