Will B2B Ever Get the ROI of Social Media?
The question of ROI in social media continues to perplex many B2B marketers. Assuming you have a strong marketing communications strategy, you may need to adjust your metrics to effectively determine the ROI of social media because it isn’t cut and dry. In fact, in many cases we’re using web 1.0 metrics (clicks, conversions, etc.) to measure web 2.0 tools. While sales is the ultimate driver of B2B online marketing initiatives, measuring the interim effectiveness of the tools takes a different metric that revolves around engagement and brand affinity.
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