Channel Surfing: Mastering Social Media

Companies and executives are finally beginning to really jump on the social media bandwagon, and that’s fantastic. For social media to fully work for everyone, businesses and brands need to be able to evaluate the impact (positive and negative) that their social media use is having.

Firms must have concrete goals and concrete baselines to measure return on investment. They need to define what they want to accomplish. A number of available tools that support measuring social media range from Google Analytics to HootSuite to Salesforce.com’s Service Cloud 2.