Social Media ROI – Seeing the Forest for the Trees

"There has been a lot of discussion about social media ROI lately – everyone is pushing very hard to figure out how it can be used to make money or reduce costs. Fundamentally we need to start any investment initiative with the goal of making more or spending less so the ROI conversation is very important. However, as an analyst I often had to chuckle because we hear very little from the companies making a lot of money (with high margins) off of social media and online communitities – companies like The Knot,, and UTest. Why? Those who have figured out the puzzle have no particular need to share their secrets and in most of the examples I know of they are market disruptors, not established brands."

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