You’d think public relations execs and marketers would wave the social media flag and point to its comprehensive and measurable return on investment. That’s not always the case though. In fact, many newly re-engineered social media practitioners fall back to a murky, difficult to measure value proposition. No…no…social media should not be evaluated by sales outcomes, they contend. It’s designed for community and conversation, and any contractor that employs social media for promotional purposes simply “doesn’t get it.”
When did “sell” become such a four-letter word?