How Corporate America uses social media

“One area of social media that continues to present challenges for study participants is measurement. While most monitor for online mentions and activity, participants generally agreed that there is no consistent, reliable approach to measuring ROI and that looking at metrics like ‘followers,’ ‘friends,’ or ‘views’ is not sufficient.” From FedEx and Ketchum study, available at http://www.2010socialmediastudy.com/

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