With the growth of Ecommerce and impact of Social Media in driving sales, marketing, PR and communications are an essential force in brand growth. Large corporates can afford to hire specialists for each segment, small to medium brands often needs all-rounders to work solo, manage a small team and coordinate external agencies. Social media metrics help measure the effectiveness of influencer and social campaigns to enable a brand to direct its resources effectively providing it has the in-house expertise to interpret the data!