“People are more likely to complete a Navy Seal training program or climb Mount Everest than click on a banner ad.” –Frank V. Cespedes
What can businesses expect from their social media efforts? If the bottom line is what matters, how does social media marketing fit into the equation?
Frank V. Cespedes wrote an article for the Harvard Business Review in which he expressed concern over businesses failing to measure the effect of social media on sales. He also suggests that advertising dollars are often spent on the new ideas, even when their value is not yet known…
