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Measuring the Business Value of U.S. SMB Social Media Programs

Thursday, March 31, 2011

Social media have become an influential resource in the U.S. small and medium business (SMB) purchase decision-making process. Among U.S. SMB users, 30% cite that social media has a high influence in driving awareness of new brands, products and/or services, according to AMI-Partners. In addition, 19% of U.S. SMBs cite social media as being highly influential in the final purchase selection. This is no accident. Savvy ICT marketers targeting U.S. SMBs understand that social media initiatives should have a measurable impact on the bottom line.

“The primary outcome of investments in social media by ICT firms must be to increase revenue and/or reduce cost,” says Donald Best, with AMI’s Marketing Advisory and Social Media Practice. “Incremental revenue can come in many forms, with some scenarios leading to direct sales, and others resulting in leads or qualified opportunities which then go through the sales cycle and eventually become a sale. This is true ROI,” Best continues.

Article sourced from www.businesswire.com, click here to read full story.

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