read it yourself to check the sentiments. Influence is a percentage of positive,neutral and negative sentiment in relation to the engagement metrics and to themetrics for reach where applicable.Look at the influence of those who engaged with your brand. You need a mix ofinfluential users and average users, and you need to engage with them to keepthem.The Lead Generation FunnelExposure, influence and engagement represent brand awareness in themeasurement funnel. They allow you to define your presence and impact. Thelead generation section is where the brand awareness portion of the funnel endsand the traditional ROI-driven action begins.You need to make the information about your digital media marketing easyto analyse. Excel or Google Sheets can help you to organise the data. Put theinformation in the same sort of format you use in traditional campaigns. Viewsocial media as just another aspect of the marketing mix.