Why Social Media Marketing Success Is Elusive for Business
In several social media channels I participate in, one item continues to surface again and again: "How do you ensure business benefit from social media?" Underlying that question is a basic issue: How do you ensure some kind of financial return? Although some social media folks genuinely understand the need for measurable business results, especially in difficult economic times, others insist that you must pay for something that is unproven and may never produce any real results. They seem offe [...]