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Joshua-Michéle Ross ( @jmichele ) is SVP and director of digital strategy, Europe with Fleishman Hillard and an O’Reilly Radar blogger. His free ebook on social media architecture is available here . While the pressures on large organizations to use social media have gone up, creating a social media presence has reached one-click simplicity. The result is a sprawling mess. Take one look at the social media footprint of any large brand and you find dozens of social sites that lie abandoned with no active engagement.
Asking "why" in all aspects of business and life in general is unexploited. Day in and day out I help businesses understand the opportunity that lies within new media, not because of Twitter or Facebook.
Social media return on investment (ROI) is simply a measurement of efficiency. It’s a lot of things to a lot of people: “return on inactivity,” “return on innovation” and “return on engagement.” However, in a stricter sense, social media ROI is defined as a measure of the efficiency of a social media marketing campaign . This definition might sound complicated, but in reality, it’s quite simple.