As social networks develop and evolve, defining and measuring the return on investment of social media marketing will get more difficult and complicated. Moreover, traditional tools and strategies used in marketing do not apply or need to be adapted to the social media environment. The objectives of a viral marketing campaign differ from those of a traditional advertising campaign.
Monitoring and evaluating the results of a viral marketing campaign can use some of the traditional marketing elements; however, most of the monitoring tools and evaluation metrics are significantly different from those used so far in marketing. As a result, marketers need to develop new methods and metrics that help them formulate ...
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