'The Social Media ROI Cookbook': Social media impact on business performance

The Next web :: Social media is now mainstream, but does it actually drive revenue? Altimeter Group, a research and advisory firm based in San Mateo, California, set out to answer that question by interviewing and surveying brands including the Coca-Cola Company, Starbucks, SAP, EMC and The American Cancer Society to understand their unique challenges, as well as their strategies for understanding the financial impact of social media. The result is “The Social Media ROI Cookbook” by analyst Susan Etlinger, which lays out the best practices and “recipes” that they are using to understand its impact.

A summary by Ekaterina Walter, thenextweb.com