Twitter’s good intentions: generating ROI from social media

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While there are already many companies doing great things with social media around customer service and analytics, the elephant in the room is still whether social can generate material ROI in the form of leads and sales.

As the recent Econsultancy Modern Marketing Manifesto makes clear, ‘social’ is not a choice, it’s a fundamental part of doing business in the 21st century.

It seems that Twitter at least is pretty certain that social can become a true performance channel and that it can start to eat away at the ‘bottom of the funnel’ budget that mostly finds its way to Google.

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