More Research – Interesting article on ROI – puts social media in perspective and great comments!
"How do we convince executives to use SM and SN?" My response: We shouldn’t try to convince C-level executives to do anything. Instead, we should patiently describe the benefits of all communications and marketing tools and choose the ones best for their business based on ROI and Value. But don’t say ROI unless you mean it. Instead, use metrics that measure both ROI and Value, and help decision makers understand how they differ and how each grows a business. ROI hits the bottom line; Value hits the top line."