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For B2C Marketing Professionals

Build A Case To Show Social's Value To Marketing And The Entire Enterprise

Business Case: The Social Marketing Playbook

November 8, 2017

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This is the Business Case report in The Social Marketing Playbook For 2018.

Why Read This Report

When marketers disregard crafting a strong business case for their social investments, they eventually struggle to prove social marketing's value. Creating a business case enables marketers to gain credibility and set expectations for their social initiatives, which in turn helps them expand the contribution of social beyond marketing and into the enterprise at large. This report guides B2C marketers in crafting a social marketing business case that will not only satisfy their own marketing leadership but also appeal to potential stakeholders in the broader enterprise. This is an update of a previously published report; we review and update it periodically for continued relevance and accuracy.

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Table of Contents

  • Social Marketers Need A Business Case Now More Than Ever
  • Start By Estimating Potential Social Marketing Costs
  • Then, Assess Social Marketing's Potential Benefits
  • Recommendations

  • Your Business Case Must Be As Dynamic As Social Media
  • Supplemental Material
  • Related Research Documents

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