|
|
Article: Some question payoff of social media efforts.
- Article from:
- BtoB
- Article date:
- April 6, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: KATE MADDOX
As companies look for more cost-effective ways to market in a down economy, many are turning to social media campaigns, employing a host of tools, from YouTube videos to applications on Facebook and Twitter.
But the question arises: Are these measures really paying off for marketers, and how are they able to prove ROI?
"Most people seem to be doing it on faith,'' said Paul Gillin, principal of Paul Gillin Communications and a BtoB columnist. "There have been some measurements of social media. The most popular ones are uplift in brand awareness and cost-cutting in areas such as research.''
However, he said, "I can't ...