I’m a giant fan of Melissa Campanelli’s work and her story on ING’s social media usage is fantastic. Read it and learn how you can incorporate a social media strategy as part of your web visibility efforts.
Key quote from the story:
“While it’s difficult to quantify ROI from social media for the bank, Pieterse (head of brand communications, ING Direct) says the real value of social media marketing ultimately lies in building social currency for the brand.”
It’s always good to keep in mind that even though some of these social media initiatives can be hard to measure in the short run, in the long “long tail” run they actually still very much contribute to building online champions, viral forwarders and your Web footprint.
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