Focus on Social Business, Not Social Media
by Mark S. Gothberg
“We have to keep in mind … that we must bring value to the organization. To do that, we have to identify our goals and keep track of our results. The use of social networks is no different from our other marketing tools – they must deliver a concrete, measurable contribution,” says Amando Barajas, Web services manager at Houston Methodist.
To understand what business value social media delivers, return on investment must be calculated. “ROI is a business metric. It is media [neutral,]” says Jason Lauritzen, social media specialist at Houston Methodist. “All your efforts, in every area of your company, need to be focused on driving positive results. It’s amazing how many people don’t know two simple formulas to calculate ROI.”
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