Why social media ROI isn't 1-size-fits-all

07/29/2011 | SmartBrief/SmartBlog on Social Media

There's no easy answer to tracking social media return on investment, says Susan Bratton, CEO of Personal Life Media. To produce useful results, you need to tailor your ROI calculations and metrics to each campaign you run, figuring out on a case-by-case basis whether to watch buzz, market presence, reputation or any number of other metrics. "Trackable ROI depends on the strategy, the channel and the available metrics," Bratton says.

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