In the early era of social media, most executives clamored to have their brands on board. But these days, marketing managers are being asked to justify social media budgets and prove return on investment to demonstrate the impact of social media on the bottom line.

This report provides a starting point for the tools and techniques marketers need to build a persuasive business case for social. It starts with a realistic cost-benefit analysis rooted in concrete data, and outlines the importance of revisiting your rationale often, acknowledging the rapid pace of change in social.

What You'll Learn

  • Why social marketers need to build a business case to outline the importance of social
  • Where to start in estimating the costs of social on your enterprise
  • Three key steps for assessing the business benefits of social