ROI Tools: The Holy Grail of Social Media…
Fisher (2008) hailed that return on investment is the “Holy Grail of social media” with marketers desperately seeking ways to justify budget spend on these new forms of communication. Furthermore Fisher (2008) notes that although new social media metrics and return on investment calculators are put forth in abundance, they are quick to be dismissed as unworkable and often obstructive. Duncan (2010) suggests that web analytics – although not absolute, are at present the most useful tool available to marketers More




