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Since the emergence of online social networking, business users have wondered about the value return of engaging in the virtual world. As more businesses launch social marketing and PR programs, the ROI of social media has become the question of the hour. In recent years the application of analytics to social media activity has generated a new metric: Influence. The assumption behind influence is that the more of it you or your business have, the more value and leverage you possess in the eyes of your audience and customers. But is this really so?