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Social Media's ROI

Is social media part of your marketing plan?  Remember, ROI doesn't mean Return On Ignorance.
 "...if social media are truly transformative for businesses, why do we hear so much about the splendor of participating in conversations and forming relationships—and only abstract debates about measuring performance and return on investment?"
As always, it's helpful to begin with the end in mind, viewing social media as another means to that end.  What are you REALLY trying to accomplish?

(From Brian Solis writing in Bloomberg Business Week.)

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