With any rise in spend comes a corresponding lift in expectations. Today, that double-edged sword is tucked tightly in the hands of social marketing professionals. While many are enjoying increased social media budgets, they are also feeling mounting pressure to tie their efforts to revenue.

When it comes to social media, however, tracking ROI may be fool’s gold. A distraction. A red herring. A trap. It’s something your CMO might demand, but chasing it could be your undoing. Why? Two reasons. More>>