Fact - too many businesses still need to wake up and realize that social media is not “one of these Internet fads” that will disappear. Fact - because of this mindset, too many businesses are potentially missing out on extra business that could mean the difference between staying afloat and going under. So why the problem?

One of the main reasons is that businesses - whether it’s the CEO, top-tier management or otherwise - are looking at social media as another campaign, much like PR or marketing. This is where the cracks start to appear. Because social media ROI can’t be measured in the way that an advertising or marketing campaign can be, results are looked at in the wrong way.

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