Does social-media investment pay off?

07/21/2009 | MediaPost Communications

A study that examined 100 brands found that those companies that displayed the most social-media activity showed higher rates of growth than those that did not, with the most active brands (dubbed "mavens") showing an 18% revenue boost over the last year, and the least active ("wallflowers") posting a 6% decline in revenue. The study, from free Web site network Wetpaint and digital consultancy Altimeter Group, pegged Starbucks as the most active social brand, followed by Dell, eBay, Google and Microsoft.

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