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Marketing spend these days is all about justification. I'm glad that the use of social media is quickly moving from "shiny object" darling to why should my business use it?
The latter is a much better question. One that will get us somewhere, not necessarily faster but more real. The ROI question pops up everywhere these days. I do wonder how do you measure your other business activities?
For now, I suggest that performance can and should be measured as part of a process along a continuum designed to expand reach, increase engagement, build influence, and request action on behalf of your business - with social media integrated in the communications mix.