Gartner Research

CFO Advisory: Social Media, Finance and Economics

Published: 01 March 2013

ID: G00255409

Analyst(s): Barbara Gomolski, Debra Logan, Bill Gassman, Carol Rozwell


Social media will have a significant financial impact on organizations, and by 2015, Internet-supported social processes will influence 80% of consumers’ discretionary spending. CFOs must understand the potential financial ramifications of their social media strategy.

Table Of Contents
  • Executive Summary


  • Strategic Assumptions
  • Basic Definition
  • Analysis and Discussion
    • Marketing Campaigns Are Most Easily Measured
    • Financial Impact Extends Beyond Marketing and Sales
    • Intangible Business Value
    • Financial Impact of Negative Events
  • Questions the CFO should ask about social media
  • Bottom Line

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