ABSTRACT
This chapter examines the nature of social media marketing, and so quick has been its introduction and development, that there is not yet a definitive answer to the question of which department has ownership and so, management of its operation. As with any corporate initiative, without a single point of ownership, those initiatives are extremely difficult to control and manage and so will be unlikely to succeed in their objectives. When investigating social media measurement, Tata Consultancy Services found that 44 per cent of respondents hadnt measured its value at all. It is worthwhile highlighting two sections for this chapter those that consider two specific aspects: branding and financial indicators. In marketing terms, social media marketing is most akin to branding when it comes to assessing the value of a social media participant. Despite social media measurement still being in its infancy, there are numerous software tools available and they are increasing in number and ophistication all the time.
