Attention, Pragmatists: 2017 Is the Year Social Care Skepticism Will Start Costing You

Opinion: Companies that implement social engagement can see a 272 percent ROI in just three years

Over the past five years, many early adopters implemented social engagement strategies simply because they believed in the intrinsic value of social media, without worrying about the need for a business case. If you have a socially savvy executive team, then this strategy may still work; but for most companies today, any real investment into social care or messaging needs to be backed up by a clear return on investment analysis.

Many companies have implemented only the bare minimum of investment in social care, with a skeleton team of agents responding only to what they absolutely must on Facebook and Twitter—holding out for tangible proof that it pays to invest in social customer care.

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