There is a continuous demand for "proof" of the return on investment (ROI) for the social costs of the media, and a large degree of uncertainty among marketers in relation to the distribution of effort and budget on social media. In this paper we address these issues by identifying the different ways that organizations are using social media, highlighting important differences in the approach and describe how the frame costs for social media. In addition, we define the dimensions that can be used to distinguish the important types of social media in social media mix, and connect it with the implementation of tactical marketing. We also point to the different nature of social goals, "backward" process to meet them, and the importance of creating a "mission control" social media as part of the process. "Hide
by Bruce D. Weinberg, Ekin Pehlivan Source: Business Horizons 8 pages. Publication Date: May 15, 2011. Prod. #: BH436-PDF-ENG
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