As organizations begin to shift more marketing dollars from traditional advertising to social media marketing,managers will seek out comparisons on metrics such as ROI (Return On Investment) between social media and other media options.Which of the following is necessary to make these comparisons?

A) Surveying consumer attitudes.
B) Measuring outcomes.
C) Refreshing site content regularly.
D) Focus on short term goals.
E) None of these.

Social Media Marketing

The use of social media platforms to promote a product, service, or brand to a wider audience.

Traditional Advertising

Marketing efforts that use established channels such as television, radio, newspapers, and billboards to communicate to a broad audience.

Return On Investment

A measure used to evaluate the efficiency or profitability of an investment, calculated as the net profit from the investment divided by its cost.