The rise of social media as a critical communication channel cannot be ignored. In fact, according to a
2009 Nielsen study, social media has overtaken email as the most popular online consumer activity. Yet it remains the most misunderstood and feared of any communication channel.
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There's been a lot of talk lately about socializing email, and it makes a lot of sense. While social media is the hot topic of the moment and adoption continues to increase, many brands continue to struggle with measurement. In fact, according to a recent
Mzinga and
Babson Executive Education survey, 84 percent of professionals worldwide do not currently measure the ROI of their social media efforts.
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