When Calculating Twitter's ROI, Don't Forget Its Change on Organizations
In AdAge – February 25, 2009
By Pete Blackshaw
What's the bigger idea: social media as marketing stimulus or social media as a way to innovate business processes?
Every brand manager or CMO should recognize that it's both -- and in a disruptive economy, you need to take advantage of both outcomes. And when the potential dividends of a marketing effort include changes to a company's process, we need to rethink the entire notion of ROI.