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Insight/ Online Media

4 Things To Remember About Social Media Analytics

Most marketers are using social media in some shape or form, but what's the return on investment? The problem, said Susan Etlinger, an industry analyst at research firm Altimeter Group, is that most companies are not clear about how social media supports their business objectives. Until a company decides it wants to use social media for a specific reason—collaborating with customers to find new products or services, for example—it won't be able to measure against that goal.

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