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Social Spending: Managing The Social Media Mix Case Solution & Answer

There is a constant demand for “proof” of return on investment (ROI) for social media costs, and a high degree of uncertainty among buyers as to the allocation of work and budget for social networks. In this article, we address these problems by identifying the ways in which organizations use social media, highlighting the significant differences in these approaches and describe how to frame the decision to purchase the media. In addition, the dimensions that can be used to differentiate the main types of social media in a mix of social media, and a link to the implementation of tactical marketing are identified. We also emphasize the different nature of social objectives, the process “backwards” to achieve them, and the importance of creating “mission control” of social media as part of this process.
by
Bruce D. Weinberg,
Ekin Pehlivan
Source: Business Horizons
8 pages.
May 15 2011: release date. Prod #: BH436-PDF-ENG
Social Expenditure Management Case Mix social media solution

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