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Internet è il più misurabile dei media tuttavia la mancanza di metriche condivise è uno scoglio contro cui chi pianifica iniziative di marketing attraverso i social media si scontra quotidianamente. Il pericolo è quello di utilizzare in modo scorretto gli indicatori, come il tanto mitizzato ROI (Return On Investment), o di finire per collezionare una serie di dati numerici che si rivelano vuoti, perché privi del contesto di riferimento, oltre che spesso incomprensibili per decisori aziendali con poca familiarità con la Rete. Questo libro cerca di mettere a fuoco alcuni punti fermi: a partire dalla diffusione dei social media in Italia, fino agli strumenti e le soluzioni per strutturare programmi di attività coerenti con le strategie di marketing e con le funzioni aziendali. La misurazione di obiettivi e risultati diventa così il grimaldello per scardinare preconcetti superficiali sulluso dei social media, la bussola per migliorare il lavoro quotidiano allinterno dellazienda, la guida per immaginare il percorso che porterà fan e follower a diventare consumatori soddisfatti e, magari, sostenitori fedeli del brand.Prefazione sul significato del ROI dei social media di Brian Solis.

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