Sanjay Tripathy, Sr. EVP, Marketing Product, Digital and E-commerce, says that they look at social media as a long term conversation platform and not a short term one. He feels KPI is not only about activity measurements but measuring the brand’s reach and engagement. He feels social media is a new space and its a challenge for the insurance sector to stay an interesting brand on these platforms.
In this video, he defines KPIs on basis of each campaign and even lists a few KPIs that are relevant in context to the long term goals and objectives of social media planning.
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