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Companies are beginning to find ways to show social media’s impact on business. They’re analyzing the vast amounts of data generated by social media to arrive at insights that support strategy. But to be useful to the C-suite, these insights must be distilled and edited for clarity and efficiency. And that’s where social media leaders come in. Assessing and communicating the business impact of social media requires assigning values to human reactions, establishing correlations, and adapting or rethinking traditional marketing metrics. Most of all, businesses must carefully consider the business rationale for their activities in the medium.