Businesses grope toward measuring social-media payoffs:

11/12/2009 | Computerworld

The Georgia Aquarium in Atlanta generated $42,000 in sales by offering big discounts on admission to its followers on Twitter and fans on Facebook or MySpace. Aquarium officials say the promotion was easy to launch and measure, but calculating the return of other social-media activities, such as distributed photos or shared videos, is much tougher. "A lot of people end up measuring activity, but getting from that to value is the hard part. It's very hard to measure value," says Gartner analyst Jeffrey Mann.

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