84% of Social Media Programs Don’t Measure ROI!
Nothing kills off a good idea faster in today’s business environment than not being able to show economic benefit for an activity, tool or technology. Companies need to very carefully define their expectation for social media before jumping in. While social media may be a tool of choice for customer engagement, it should be treated just as any other technology based tool and be subject to thorough ROI analysis.
http://mashable.com/2009/09/22/social-media-programs-roi/
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