Marketers need better metrics for measuring social media success, writes eBay's Sudha Jamthe. Jamthe points to Moxie Interactive's focus on tracking customer conversions from social media in its work for Verizon Wireless, along with SocialBakers' use of page scores and leader boards, plus Best Buy's internal program for customer service via Twitter, as examples of ways business-to-business marketers can better measure social return-on-investment.

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