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

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4. Establishing Clarity of Vision, Purpose, and Execution

It would be easy to assume that most companies’ first reflex when the topic of social media comes up is to resist the notion that it has a legitimate role to play in the business world. This couldn’t be further from the truth. Most companies I have spoken with so far are excited about the potential that social media brings to the table. The problem is that they generally have a tough time understanding how to make social media work for them. The disconnect that often exists between the business world and social media is the result of a simple lack of clarity on the part of social media evangelists. It is one thing to articulate the value of social media as a whole to a business manager ...

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