Executive support is the leading adoption capability of retailers launching social media initiatives, according to a new report from Aberdeen Group.
Findings from “Social Media ROI” indicate that when retailers adopt social media as a marketing tool, they primarily look within the company for drivers. The leading capability of retailers adopting social media, executive support (64%), entails bringing an enterprise-wide perspective from high-ranking company officials, which can help quantify ROI and determine benefits beyond the marketing department.
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