In social media marketing, bigger isn’t necessarily better. Instead, you can measure your true effectiveness in terms of the engagement of your social media followers. If your social media following is inactive—even if it’s large in size—you’ll need to take action to keep seeing a positive ROI. Before you do anything else, research your competitors on social media. You might find that a difference in tactics is responsible for an increase or decrease in social engagement.

Source: Forbes February 07, 2017 18:40 UTC