Despite the prevalence of social media in today’s corporate marketing tactics, many marketers still struggle to quantify the impact of their social media initiatives in either business or financial terms. This struggle usually stems from fragmented views of social media channels or independent campaigns that fail to quantify social media’s role as part of a multifaceted process of enabling people to interact with one another to achieve specific business results.
In this paper, we explore the challenges of quantifying social marketing’s financial and nonfinancial ROI and how businesses are employing strategic measurements that reveal dividends beyond the bottom line.
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