evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics .One metric it considered was Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.This metric is called

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The metric being described is the share of voice, which measures the percentage of mentions of Carmex relative to its competitors. This is a good metric for evaluating the effectiveness of social media programs and determining how much of the conversation in the industry is focused on Carmex.

Evaluating Whether Its Facebook and Twitter Social Media Programs Are