How can you use social media to support or grow your business? The social media can require a huge chunk or your time – how can you calculate Return on Investment?

I think you probably want to dig a little deeper. After all, this effort is for the whole ballgame. Can you use social media to make money? What does it actually contribute to your business goals? If you can’t answer these questions or quantify the answers, game over.

Jackie Sauter says that the first step is to set your goals and document them. Pick realistic ones: to improve your corporate reputation, use social media for customer relationship management or gain e-mail addresses for your e-mail marketing lists.

Then you need to pick a plan of attack. Will you achieve these goals through a paid search campaign? By “word of mouth” on social networks? Or by promoting Web-only discounts?

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