Hypatia Research Group released a much needed research report providing quantitative support to the message that companies are regularly hearing: investment in social media infrastructure and system has higher ROI potential than other business areas.

The study points out that companies that recognize the value of social intelligence tools can successfully engage customers on social media and simultaneously gain a powerful decision support data source.  The emphasis place by Hypatia is on true customer engagement on social media — which has a higher probability of what the research firm describes as a ‘tangible outcome’.  

In the end, best practices aside, sustainable social programs require the same thing that other programs do: concrete and tangible ROI for the business.