Social Media Isn't Just a Marketing Tool but an Efficiency Driver
March 2, 2009 in Business Development
Calculating Twitter’s ROI for Marketers – Advertising Age – Digital: Columns by Pete Blackshaw
What’s the bigger idea: social media as marketing stimulus or social media as a way to innovate business processes?
Every brand manager or CMO should recognize that it’s both — and in a disruptive economy, you need to take advantage of both outcomes. And when the potential dividends of a marketing effort include changes to a company’s process, we need to rethink the entire notion of ROI.
This isn’t an easy task, as marketers typically leave things such as organizational strategy and technology implementation to other stakeholders — keeping lines cleaner and allowing marketers to focus on, well, their areas of focus. You let technology folks do technology, quality folks do quality and service folks do service.
Read the whole column about Social Media as an Efficiency Driver.
