"Marketers are usually challenged to justify word of mouth social media marketing programs to the finance department. With economic challenges ahead, your job doesn’t get easier.
Gear-bevel As someone who’s focuses on both creative and measurement, and as Interim CFO at Bazaarvoice, I started thinking more about the question of what marketers need to sell CFOs on the social marketing opportunity. Ultimately everything comes down to the bottom line – drive revenue, margin or costs down – but every marketing strategy has a different familiarity, timeline to ROI, or measurements that have to tie back to the P&L. So the approach to start, grow and sustain social marketing through the eyes of the finance department will differ from doing business as usual. And the justification needs to span beyond the numbers to get the entire management team to understand the ‘ecosystem’ effect of how customers make purchase decisions in a networked world."
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