James SpillaneA new survey of 44 global PR firms revealed that 82% want a standard measurement tool and that measuring ROI is the number of barrier to using social media.
This article was written for Business 2 Community by James Spillane.
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It is difficult to measure social media but all other online analytics, especially the incredible wealth of data available form google analytics, should be enough for any business to work out that it works. You also need good internal disciplines such as asking every prospect how they found you and recording this consistently.