Understanding and measuring the value of social media

Social media such as Facebook, Twitter, and YouTube are relatively new to many established parts of the business world, which means that many organizations are experimenting, at least to some degree, when they make their initial forays into social media. This article discusses the considerations organizations face with social media, including the cost issues and what, how, and where to measure engagement with social media. © 2011 Wiley Periodicals, Inc.