Executive Summary (This is a document excerpt)

Presenters at Forrester's Consumer Marketing Forum EMEA 2007 showed how they based their successful social media campaigns on the POST method — people, objectives, strategy, technology. Innovative marketers like Bang & Olufsen and Renault also shared the lessons they had learned in social marketing execution: Any brand can and should get involved in social media, marketers should measure and track success from the get-go, and they should use traditional ROI metrics to get budgets.

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