By Tom Collins
Yvonne and I spoke recently on social media to Paul Nelson's MBA class in Marketing at the Simon Graduate School of Business. I spent most of my segment talking about the business benefits of social media from a slide with this graphic:
This series will explore a multi-faceted approach to ROi that, I think, should drive everything from initial strategy and planning, to your day-to-day online interactions, to what you measure and what you do with the results. The focus is moved away from analytics, toward analysis. Away from automatically counting these and tracking those. Toward understanding how engaging in social media can create business value and then seeing whether your involvement needs course adjustment.
So, what are my 16 flavors?