"Follow me": How do we know if digital 'pull' marketing is working?

How do we know if online 'pull' marketing is working? Case studies from Contact Manchester, complemented by Google Analytics tips from Culture24.

• Arts organisations should be leading the way because we have the creative content and the exciting art that people want to share with each other.
• In theory we should also be open to taking more risks. Our brands are freer than most other organisations, so we should be the risk takers.
• Social media is a free resource in terms of actual hard cash.