If you’re using social media for marketing and you’re not measuring your dollars-and-cents ROI, you’re doing it wrong. As my favorite rap quote says, “If it don’t make dollars, it don’t make sense.”
Marketers wouldn’t dream of spending budget on banner or PPC ads without a measured and positive return on their investment; but for some reason, many of us still play dumb when it comes to the hard data about the performance of our social media marketing investments. And even if
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