Source: The Marketer

Social marketing applications such as Radian6, Buddy Media and Social.com can help brands measure real time engagement and sentiment, publish and promote content, and adjust content according to the wants and needs of its customers, says ExactTarget Marketing Cloud vice president EMEA Paul Smith. "Social marketing ROI is rapidly moving away from gaining 'likes' and 'followers' as a measure of success. Instead, real value comes from engagement and conversion over a sustained period of time," he says.

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