I’ve been doing some extra reading on social media, online marketing, and online experiences as we prepare for our first presentation of Digital Strategies in Denver in October. One of the readings we are using, “Can You Measure the ROI of your Social Media Marketing?” got me thinking. The authors surface the classic problem in marketing: how do you demonstrate that specific communications tactics generate the sales, visitors, new audiences, new donors, and other business results you want? What got me thinking was the shape this problem takes … [Read more...]