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How to take control of your company’s social destiny in 2013

Venture Beat

As the Great Facebook Debate over the past few months has made clear, in 2013, reaching your fans and followers at scale will require paid promotion.

Meanwhile, the thrill of counting likes, comments, and retweets has faded, and businesses want to see a real return on their investment. Marketers everywhere are asking how much they should continue to invest in building out and engaging with their social audiences.

Here’s the deal: You can’t invest to maintain your social reach unless you are netting a positive return that delivers meaningful business value to your company.

Social media is rapidly evolving into a data-centric and performance-driven marketing discipline. While it will always revolve around compelling content, when you are paying for impressions, you will be called to defend your budget.

As a marketer, your challenge now is to:

Continue reading…