Your brand has a bunch of followers on Twitter and even more likes on Facebook - so what? Doe this drive engagement or give consumers a call to action? How do brands balance scale with profitability. Once a brand builds a strong following in social media, what is the most effective means to increase ROU? This article discusses the contrasting views of PepsiCo and Adobe.
http://www.digiday.com/brands/thinking-beyond-roi-in-social-media/
http://www.digiday.com/brands/thinking-beyond-roi-in-social-media/
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