Social media marketers claim ROI, but disagree on the definition

01/19/2012 | MediaPost Communications

About 9 out of 10 social media marketers say they see a return on investment from their campaigns, but about 1 in 20 use a traditional revenue-less-costs calculation to figure out their ROI, according to a Wildfire study. Instead, marketers are seeking to redefine social ROI in terms of increased fans, likes, comments or other interactions, or are turning to more nebulous metrics such as brand awareness.

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