Break it down into easy chunks
Many marketers are hesitant to start investing in social media, because they struggle with the metrics. Before they start they would like to know what the potential ROI is of their Facebook group, Twitter chats, blog posts and activities in forums and discussion groups.
Read full article: "Getting a grip on the metrics of social media"
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Good example of using social media for direct marketing--which is very measurable. It gets harder with investments in listening tools (marketing research), raising brand awareness through blogs, etc. which have much longer term paybacks...
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