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- W2481880913 abstract "The major steps in developing a successful social marketing measurement and ROI plan depend on the type of organization, the current measurement environment and the level of investment available to be made in metrics. Investment in metrics — and an infrastructure and culture to use these metrics in making better strategic and tactical marketing decisions — has a clear pay-off, but that does not mean that this investment can be too high. The investment in calculating ROI must have a sufficiently high enough ROI commensurate with the risks of implementing the investment in tools, training and infrastructure If not, the investment needs to be scaled to deliver the requisite ROI compared with any other investment made in the company. For social marketing, similar considerations must be made. Once such considerations are made for social marketing and the investments are justified, a marketer needs to follow the step-by-step process. This chapter describes the entire procedure that helps marketers to understand what is necessary to develop a measurement and analytics infrastructure to calculate social marketing ROI, to improve social marketing strategy, and know what tactics can deliver improved revenue, profit, brand and share." @default.
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- W2481880913 date "2012-01-02" @default.
- W2481880913 modified "2023-10-16" @default.
- W2481880913 title "Eight-Step Process to Measuring Social Marketing Strategy and ROI" @default.
- W2481880913 doi "https://doi.org/10.1002/9781119199403.ch11" @default.
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