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Value of Social Media Primarily in Cross-Channel Integration

JAN 2, 2014 11:48am ET
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Companies recognize the value of social media as a marketing and brand management tool, as well as a customer service and support channel, says research firm Frost & Sullivan. Social media is also becoming a core consumer and business-user forum. As a result, social media analytics is emerging as a popular tool to measure social-site traffic, but more important, to obtain meaningful, actionable and timely insights, the firm says.

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