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It's the question that businesses have been asking ever since the first person suggested that maybe we could actually do some business in all this new "Social" media: "What's the ROI?" It's not a bad question. Surely, if you're going to spend money on something in your business, it should generate some kind of return... or at least cut some visible and measurable loss. If you're asking the ROI question about social media and expecting to be able to show it all on a spreadsheet, you're still looking at social media as a channel, most likely for just one or two business functions, such as marketing or recruiting.
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