The term "performance marketing" is failing our industry. Often times executives get into a habit where if they don't see immediate revenue, it's not worth doing - OR they think brand building simply can't be measured. But upper funnel marketing CAN be measured—and it’s one of the biggest drivers of long-term demand. Here’s how we track impact: – Impressions and reach to show how far the brand is extending and new audience acquired – Earned media value to quantify what organic performance is worth on the open market – Engagement metrics to capture real audience intent – Watch time to understand what’s actually landing with viewers - Bonus: Your best organic content, ends up being the free focus group to then use as paid media in the lower funnel Social media can be measured to see true audience impact. It's just important to tell executives where we are in the funnel and the distinct difference between "brand building" vs "direct acquisition campaigns" #BusinessOfSocial #UpperFu...