15. ROI and Other Social Media Outcomes
Before we get into the definition of ROI, let’s talk about one of the principal reasons why the subject so often comes up in discussions before a social program gets the green light from the C-suite: business justification.
In some instances, when you’re first considering or proposing a social media program to bosses or clients, they will embrace the idea with open arms, understanding the intangible value of the social web to their business. They will see the value of establishing listening and monitoring outposts with which to enhance their business intelligence, online reputation management, and customer support practices.
They will understand the value of building online communities, bridging gaps between ...
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