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Social Networking: The Corporate Value Proposition
Many marketing officers struggle to identify the return on investment of social media activities. This article calls for marketers to reassess how they view social media; this includes having specific metrics related to volume, customer attitudes, qualitative measures, and modeling. After examining marketing analytics’ historical focus on product sales rather than customers, the article details social analytical models for smart system planning, which could become a new way for companies to understand their ability to plan, forecast, and measure the effectiveness of their marketing investments.