| NOTAS: | "As business-to-business (B2B) marketers experiment more with social media like blogs, Facebook, LinkedIn, Twitter, and YouTube, they worry if venturing into uncharted social waters will pay off in tangible business results. Rather than trying to discern social value through anecdotes and random case studies, marketers need to take a back-to-basics approach to assessing social media impact, which incorporates costs, benefits, risks, and opportunities into the evaluation. Building a value chain, measuring engagement, and applying Forrester's Total Economic ImpactT principles will give marketers the tools needed to predict the impact of any specific social choice and demonstrate the resulting value back to the business." |
