Social media's ROI: Social must shift product

This article argues that relying on easily measurable data to judge social media campaigns is a risky and a short-term solution, and that brands need to focus on hard business objectives, such as sales growth, to determine the success of their strategy.

Social media's ROI: Social must shift product

Bryan UrbickConsumer Knowledge Centre

Relying on easily measurable data to judge social media campaigns is risky and a short-term solution. Brands need to consider what really matters to the business, such as selling product, to determine the success of their strategy – as Pepsi learned to its cost.

There have been many research studies undertaken that aptly demonstrate that most businesses today use the internet and social media networks to market their organisations and products. No surprises there. Yet despite all the hype about digital marketing, brands continue to struggle to get...

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