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Well-known expert on why IT projects fail, CEO of Asuret, a Brookline, MA consultancy that uses specialized tools to measure and detect potential vulnerabilities in projects, programs, and initiatives. Also a popular and prolific blogger, writing the IT Project Failures blog for ZDNet.

One response to “Social media ROI smackdown: What your business can’t afford to ignore”

  1. Xplane.Us

    We agree with the premise many of the points made by these articles. Social media ROI is very difficult to understand.

    At a minimum we feel that there should be more people talking about a brand, after a firm invests in social media than before. Shouldn’t that be a threshold goal of any marketing investment?

    In our data studies we found that 3/4 of brands saw no improvement in their share of voice after they joined Twitter. Said another way, there were no more people talking about their brand after they invested in Twitter than before.

    Here is the data if you are interested.