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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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White Paper: Return on Twitter « White Paper « Industry Resources « Downloads

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Version2010
Date postedNovember 30, -0001
Downloaded40 times
CategoriesWhite Paper

Description

One of the great debates in social media is, “Whereås the ROI?à Some say ROI is irrelevant because social media is about being part of the conversation ¥ and if youåre not part of the conversation, you are not part of the marketplace. Therefore, the argument goes, social media is a cost of entry, and not necessarily a profit center.But others insist ¥ and rightly so ¥ that every dollar spent in marketing should be accountable for a tangible result. And, to many, the cool factor of Twitter and Facebook, while appealing, is anything but measurable.

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