RIO

Proving value in social media is much akin to doing the same in public relations. This is precisely why so many CEOs and CMOs are hesitant to commit dollars to efforts there. When the bottom line determines every decision, much of what a company or brand should do winds up on the wrong side of the ledger.

Should we spend more money on the more eco-friendly heating and cooling system? On recycled paper? On diversity training? On dental or optical coverage for employees? Yeah, you should. But none of those are a given because when it comes to running a business, bigger margins trump bigger heart every time.

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