Social media business cases

Interesting work being done by Altimeter group on social media ROI with this recent study. I like the way Charlene Li and co have created a social media measurement compass that gives a handful of business cases for social media strategies.

I think this gives a good way of framing your strategic thinking i.e. are you devising a social media strategy to improve brand health by, say, creating positive conversations? To improve the customer experience with a customer service strategy? Increase revenue by generating more leads? Or a mixture of a few.

I also really admire the Altimeter Group for the way they give away they research for free and generate revenue from the consultancy which the reports attract.