The role that social media plays in the world has evolved dramatically over recent years. It’s no longer purely a consumer playground, and almost every business has some level of social media presence.
However, the extent to which organizations should be involved in, and more specifically, monitoring and measuring social media, is very much up for debate. As is common in every new and emerging technology or discipline, businesses are looking for guidance and best practices on how social they should be. This paper examines some of the industry commentary and case studies to help you decide whether your business should turn your back and about face, or give social media a warm embrace.