2/6/2012

Social media has multiplied the ways companies can interact with customers, but measuring the return on investment can be tricky, executives say. The first steps involve listening and engaging with audiences to find ways to connect them to the business. Some organizations even use social media tools to network employees internally. "It's about efficiency. We spend less time on transactions and more time on strategic analysis," says Scott Travasos, chief financial officer at Blue Shield of California Foundation.

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