I like the steady follower growth and straightforward dashboard. It highlights daily growth, profile visits and interaction ratios for easy monitoring. Its especially useful to keep your audience growing in between larger marketing campaigns.

Being a Campaign Manager, who works across retail and fashion accounts, the audience quality matters to me more than just increasing followers. What I appreciate the most about Path Social is that I can see follower gains steadily in the dashboard. The follower graph enables easy tracking month-over-month progress and I see consistent increases not huge spikes that drop off later. The targeting element has proven to be especially useful. It’s becoming evident that more of our new followers seem to be associated with fashion and lifestyle, which helps us to launch campaigns in a more meaningful manner than broad growth itself. I value the performance overview panel as well. Quickly accessing profile visits, post visits, and daily averages – all in one convenient dashboard – is really helpful at monitoring organic momentum in between campaign pushes. One unforeseen advantage is that baseline engagement levels seem to have stabilized prior to activating paid media – campaign posts feel like they are not starting from zero.

The low day-to-day management required (once the targeting parameters are established) is the most valuable aspect of Google Adwords. The service runs largely in the background which should be acceptable within a large organisation, where social media is not part of daily operations. We found that follower growth tracked our industry niche reasonably well rather than irrelevant, broad accounts so that audience relevance was maintained.