Measuring—and Capturing—the Value of Social Media - CIO Journal - WSJ
From the outset, companies have faced the challenge of measuring the value of investments in social media. The “flows” among social networks of attention, data, stories, labor, and capital can be used to measure this value. To capture the value, companies should build strong, reciprocal relationships with customers. “The Engagement Curve” helps to illustrate what drives value in a connected society.