Team Quartet: the importance of measuring ROI
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Tracking ROI on social media investments inside and outside the company is important to ensure alignment between social strategy and business objectives. As Team Quartet points out, this should be a major focus of any social business.
They also make the point that tagging tends to be unscientific and subjective to the user, making it difficult to extract meaning at the aggregate level. Technologies like that of IBM Watson could help in this regard.