Natalie O’Grady says, “You know your business needs to be on social media, but are your efforts contributing to sales?Eighty-six percent of marketers believe that social media is important for their business, and U.S. spending on social media marketing is expected to top $17 billion per year by 2019. Yet only 3.4 percent of business leaders report that social media contributes very highly to their organization’s performance.Social media’s impact on a business needs to be measured in order to prove — and improve upon — its ROI. But though delving into social analytics... [...]