What's the ROI of social media? Every time you try to change a company to be less about traditional ads and more about acts and conversations, this mother of all questions pops up. One could argue that doing remarkable things and acting conversation-worthy on every brand level increases Net Promoter Score (and there is a correlation between Net Promoter Score and profit). One could argue that an open company culture builds profit (and could even point to Zappos as an example). But a lot of managers, especially in the early stage of implementing conversations, will discard these arguments as fluffy social media guru and communications speak. One could argue that collecting 'likes' or fans is a great idea (see my ideas on that). Or one could show views, clicks and impressions. But really, does that prove conversations work?
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