Marc Schwartz

Social media is a hot channel that leading-edge marketers have entered in the forms of presence on blogs, social networks, file sharing and consumer review sites. But if you know that social media might be a good channel for your particular product or service, and want to test into it, what kind of metrics can you present to the CEO for measuring the channel's effectiveness?

Social media is a hot channel that leading-edge marketers have entered in the forms of presence on blogs, social networks, file sharing and consumer review sites. But if you know that social media might be a good channel for your particular product or service, and want to test into it, what kind of metrics can you present to the CEO for measuring the channel’s effectiveness? In his presentation, “Can Social Media Be Used for Direct Response,” at the DM Days New York Conference & Expo earlier this year, Marc Schwartz, SVP of consumer engagement for DDB Seattle, showed how social media can be tested

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