The Value of Social Media. What is the value & why care about social media? The value of social media is defined by how well it helps to create buzz and help a brand manage its reputation directly with the consumer. Companies are building and growing out their social infrastructure (e.g. platform software, CMS tools) to be able to measure the direct revenue impact on their social media efforts. However, if there is value in defining social media, then what challenges does it represent to a brand? • Measuring direct ROI impact (solution: Paid/Owned/Earned model) • Increasing business integration with social media through marketing efforts (solution: case study follows)
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