Linking social media activities to revenue

This SmartBlogs guest post by Eva Schmatz, president of market research firm Summus, Limited, argues that the best way to justify the social media's use to the C-suite is to focus on cost savings through customer service. According to the post, "The communications benefits will then follow."

I'm not sure I fully agree, but I do recognize that cost justifying the use of social media by making a direct link to revenue generation is an uphill battle at best. It is interesting to note that the challenge of linking actions to revenue is similar for traditional media advertising and public relations efforts.

http://smartblogs.com/socialmedia/2011/10/28/how-to-make-the-business-case-for-social-media/