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Have you seen many organizations include social in their media mix? If so, how are they calculating this?
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Most large companies are including social media in their media mix. This often doesn't mean they are spending real dollars on these outlets, but it does mean they are spending time on it. Understanding that helps answer the second part of your question. If a business is "only" spending time on social media (as opposed to money), then in most cases they are not doing a formal calculation on the cost or ROI of those efforts.
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