For today’s communications pro, it’s the $64,000 question. When you describe it, your clients roll their eyes. When you report it, you’re lampooned. If you’re honest with yourself, you know that every now and then you fake it.
And yet, the requests for it never stop.
What is “it”? It’s the return on investment (ROI) of social media. After all, if you can’t measure it, you can’t market it.