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Table Of Contents

Abstract
1. Introduction
2. Methodology
2.1 Research Aim & Objectives:
2.2 Research Strategy and Approach:
2.2.1 Research Timeline
2.3 Secondary Research:
2.4 Primary Research:
2.4.1 Why semi-structured Interviews?
2.4.2 Sample:
2.4.3 Sample Criteria
2.4.4 Face-to-face Interviews
2.4.5 Online Interviews
2.4.6 Ethical Considerations
2.5 Data Analysis
2.5.1 Triangulation:
2.6 Difficulties and Limitations:
3. Literature Review
3.1 What is Social Media?
3.2 Why is Social Media important to businesses?
3.3 Defining ROI
3.4 How ROI is calculated with traditional marketing
3.5 The importance of measuring effectiveness
3.6 The use of objectives, goal setting and metrics
3.7 Difficulties in calculating ROI for Social Media
3.7.1 The Scope of ROI
3.7.2 Identifying the Revenue Link
3.7.3 Goals, objectives and Strategy
4. Discussion and Findings
4.1 What should the scope of social media ROI be?
4.2 Goals, objectives and strategy
4.3 The use of metrics in calculating ROI
4.4 Main difficulties in calculating ROI
5. Conclusion
5.1 Best Practice
5.2 Difficulties
5.3 Further Research
6. Bibliography
APPENDIX A – Charts and Graphics
A. 5
APPENDIX B –Interviewee Information
C.1 Interview with Mike McGrail
C.2 Interview in person with Colin Boyd and Greg Ruxton from Boyd Digital
C.3 Interview with Gary Ennis from NS Design
C.4 Interview with Julie Tait form Culture Sparks
C.5 Interview with Jason Falls
Interview with Jason Falls
C.6 Interview with Jacquie McCarnan
APPENDIX D – Ethical Approval Form
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RudyKawmi_Dissertationfinal2

RudyKawmi_Dissertationfinal2

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Published by: albertkawmi on May 10, 2011
Copyright:Attribution Non-commercial

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01/06/2012

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