14. Tying It All Together

It’s time to stop making social media return on investment (ROI) so hard. It’s tangible. It can be measured using the tips throughout this book. But getting there takes a different approach. Lose the fluff and stop trying to treat social media marketing like it deserves its own pedestal in your organization. Your executives won’t buy that approach for long, and you’ll be setting yourself up for failure. If you do your job well, social media soon will be fully integrated into business and marketing activities and as common as email marketing. Remember the battles you faced selling email marketing through the organization? The arguments about invading privacy and annoying customers? But at the end of the day the naysayers ...

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