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Social analytics go way beyond likes and shares. In this presentation, we walk through a goals-first approach to identifying the tactics and metrics that power social campaigns, and translate all of that into social media campaigns that will drive real business goals. Here, we walk through this goals-first process by taking a deeper look at the recent #UBERkittens case study, to illustrate how a campaign moves from goals, to cost benefit analysis, to tactics, to metrics, to demonstrated ROI.Read less