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Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by Olivier Blanchard

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2. Aligning Social Media to Business Goals

First things first: Having a “presence” in social media is worthless unless you do something with it. It isn’t enough to merely have a blog, a YouTube channel, and accounts on Facebook, Twitter, and half a dozen other platforms. Is it a good start? Sure. Is it better than not having a presence at all? To an extent. However, what is the value of any of this to your organization? Let’s be realistic: Having a social media program without attaching it to some sort of goal just creates more work for your staff. That’s about it. Someone has to write blog posts. Someone has to push out content to social networking sites. Someone has to read and respond to comments. And while that someone is doing this, he ...

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