The Fallacy of ROI and Social Networking

Thursday, November 5, 2009

There’s a lot of scrambling and grumbling among businesses about how—or if—social networking should be used in a marketing strategy. One of the most often questions uttered by executives is, “What’s the ROI on Social Networking?” This is immediately followed by, “How do you measure that metric?” While I’m not in the habit of directly […]

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