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Summary
'Social Media'. The term strikes giddy joy in the hearts and minds of avid participants but often anxiety and dread for marketers. Sure, we know there are significant opportunities. We've been told that anyone who's anyone must take advantage of the blogosphere, online social networking and the ever-multiplying new options and technology. We've been reminded again and again how companies can boost business, brand awareness and the bottom line through social media. But how? And in our world consumed with ROI, how would we even begin to measure our efforts?
In this article, we examine why social media is an object of discomfort for many marketers and why it shouldn't be. We analyze some methods of entry and key tactics and we address that over-arching concern for marketers: measurement. Finally, we offer perspective and options for those making the leap.
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