CHAPTER 10Stand Out by Measuring for ROI

Measuring return on investment (ROI) is a crucial part of every marketing program, heavily relied upon by executives as a measure of success. Intelligently discussing the ROI of social marketing with executives will allow them to see the tangible benefits it can provide.

It was initially difficult to pinpoint ROI measurement in social media, and in the course of figuring it out, ROI has been the subject of much debate. That said, it has matured significantly in recent years. Still, the ROI question gets a lot of attention from strategists attempting to measure the value and impact of social marketing.

Understanding and measuring ROI is the single most important topic for brands looking to differentiate ...

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