Twitter and ROI

Title: Twitterville
Author: Shel Israel
Page: 258

The conventional wisdom is that everything, simply everything in business must be measured. I have no quarrel with that, except you need to think through why you are measuring it. It’s not all ROI. Companies like Comcast, for example, see their bottom line being favorably impacted by Twitter, but that isn’t what they measure. They measure customer satisfaction. And the more they focus on that, the more effective Twitter is in moving the needle.

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