The importance of "small I" strategies

04/9/2010 | SmartBrief/SmartBlog on Social Media

When social marketers think about measuring social-media return on investment (ROI), it's important to focus not just on the "R," but also on the "I," writes Andy Sernovitz. Minimize your investments, especially early on, and you'll have more time to work out the kinks before you need to see returns, he writes.

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