3/26/2012

Marketers have struggled with return-on-investment questions for a long time, but that doesn't mean they're allowed to give up the fight in the social media era, SmartBrief's Jesse Stanchak writes. Social media marketers need to acknowledge the costs of social media efforts and avoid resorting to gimmick formulas or empty answers, Stanchak writes. "Some people will argue that because we don't know what the exact ROI of a phone book ad is, that lets social media marketers off the hook. The problem with that reasoning is that once you decide ROI doesn't matter, it opens the door to all kinds of magical thinking," he writes.

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