8/17/2010

Most so-called experts in social-media marketing struggle to come up with a convincing definition of return on investment or even relate their social-media campaigns to tangible business objectives, says Olivier Blanchard. It's vital that social-media professionals cut through the chatter and come up with quantifiable metrics for grading their campaigns' success, Blanchard argues. "This lack of business-management experience is a major problem in a field where everyone seems to have become an 'expert' overnight," he complains.

Related Summaries