Return on Investment For Social Media: A Proposed Framework For Understanding, Implementing, And Measuring The Return

@article{Gilfoil2012ReturnOI,
  title={Return on Investment For Social Media: A Proposed Framework For Understanding, Implementing, And Measuring The Return},
  author={David M. Gilfoil and Charles G. Jobs},
  journal={Journal of Business \& Economics Research},
  year={2012},
  volume={10},
  pages={637-650}
}
Web 2.0 has enabled a whole new way for companies, user communities and others to engage each other. Social Media (SM) platforms (i.e. blogs, micro-blogs, social networks, video/photo upload sites), in particular, comprise a flourishing new set of eWOM and viral marketing mechanisms that are growing exponentially. More and more global companies are using SM – some because they know it works, others because they’re afraid not to use it. How much they spend, and how long they continue to spend it… 
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