One of the biggest perks of social media: instant results. “One of the things I love about social media is you can really measure its effect,” says Cornell’s Cohen. “Other forms of advertising are much more ambiguous.” Facebook has its own robust tool box that allows you to see what posts are getting the most attention or what day or time of day followers are most likely tuning in. Another tool for seeing how your social media efforts are panning out is Google Analytics, which tells you what social media drove viewers to your site and where they’re clicking. For more detailed analysis, check out Chartbeat.com. “When you combine those analytics with your own knowledge of your company, it’s like magic,” says Babson’s Iyer.