There is incessant demand for proof' of return on investment (ROI) for social media spending, and a significant degree of uncertainty among marketers with respect to allocating effort and budget to social media. In this article, we address these issues by identifying different ways that organizations use social media, highlighting important distinctions in these approaches and describing how to frame the spending decision for social media. Additionally, we identify dimensions that can be used to differentiate important types of social media in a social media mix, and relate this to tactical marketing execution. We also highlight the different nature of social objectives, the backward' process for meeting them, and the importance of establishing a social media mission control' as part of that process.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-BH436

発行日：2011/5/15

登録日：2011/6/27