According to Forrester, "Social media marketing delivers a wide range of benefits to organizations that are beneficial in the short term and long term in ways both quantitative and qualitative. To properly value the impact of their social media marketing investments, interactive marketers must align their objectives, metrics, targets, and strategies across four perspectives – the financial perspective, the digital perspective, the brand perspective, and the risk management perspective."
The report is free to Forrester customers and can be purchased by anyone else for $449.
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About our Conversation Partner
He is a leading expert on social media strategy, organization, and consumer behaviour and has been quoted in publications such as the Los Angeles Times, Wall Street Journal and BusinessWeek. Just last week he was named one of the ten most influential analysts on Twitter.
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(Cross-posted from For Immediate Release, Shelâ€™s and my podcast blog.)