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How to prove the social media case for marketing Add to ...

Despite the growing number of social media enthusiasts, many corporate bosses still aren't convinced.

Why not? Chief executive officers are accustomed to measurable results. When you start moving into marketing efforts that cannot be so easily calculated, and where success may not necessarily strictly mean company growth, it is very hard to get them on board, writes marketing expert Ryan Caligiuri in his latest column.

Social media can, however lead to business growth: You just  have to have a set process with some measurable goals that can be quantified.

Whether you’re trying to convince your own CEO to adopt a social media strategy or are on the fence on the value of social media, Mr. Caligiuri offers steps that will help make it clear how social media can be of benefit – measurably.

Mr. Caligiuri was online to answer your questions about this or any other marketing matters. Mobile users can click here.





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