As more and more organizations begin to incorporate social media strategies and tactics in their communications plans, there exists a natural interest in the efforts of companies having already taken stabs at implementing social media, and learn from their experience.

As a marketer, I rarely come across slam-dunk solutions, but conversion optimization certainly falls into that category.  Yes, we generate lots of traffic to our site – but what good does all that traffic do if we cannot convert it into revenue-generating customers? 

The emergence and rapid evolution of digital media channels is accelerating the convergence of marketing and public relations.  I call it a paradigm shift.

 While marketers have traditionally been engaged in one-way communication with prospects and customers with an eye primarily on branding and revenue generation, PR professionals were involved in more of a dialogue with stakeholders]]>http://www.stephendebruyn.com/recent-posts/rss-comments-entry-6667497.xmlStephen DebruynMon, 28 Dec 2009 23:19:51 +0000http://www.stephendebruyn.com/recent-posts/2009/12/28/measuring-the-roi-of-social-media-campaigns.html395687:4581237:6160143http://www.stephendebruyn.com Measuring the ROI of Social Media Campaigns

As social media and social media platforms increasingly become promising targets for marketing professionals, the question of return on investment (ROI) of social media campaigns is gaining in prominence, specifically in comparison with the returns generated by alternative marketing initiatives and tactics that can be employed.