Mass media expert witnesses may opine on mass media, music, television, and social media. In No “R” in Social Media, Tom Morse, Media Communications Association Central Carolina Chapter President writes:
Many organizations use applications such as Google Analytics or SAS® Customer Intelligence to monitor web traffic and gain valuable business insights. For organizations without such capabilities, there are still many ways to track and measure the business value of social media. Regardless of the channel, a strong call to action can drive traffic back to where engagement can be turned into leads and sales. In some cases it might be a unique 800 number, hotlink, promotional code, or email address that delivers prospects to where tracking and conversions can be done – a call center or company website. These simple techniques, some would call them old school, have long proven effective. Regardless of whether the engagement begins on a syndicated blog, Facebook, or Twitter, prospects can be engaged in a way that can provide meaningful information.
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