Tracking social media ROI
Social media is rapidly becoming an important component of almost every enterprise's marketing efforts. As expected, businesses are now trying to measure the ROI of these efforts, but they are having to adjust to entirely new metrics:
"If you're using the available mainstream social media that you don't have to serve, host or secure, then you're talking about a number of different value drivers," ... "And when you look at the value of conversations with people, then you can ask whether you can spend less time in a 140-character tweet versus a 15-minute conversation on the phone. So we're beginning to measure that: Is it a less costly service channel than phone or e-mail, and is it preferred?"
