@misc{ technology_increasing_????, title = {Increasing the {ROI} of Social Media Marketing}, url = {http://sloanreview.mit.edu/article/increasing-the-roi-of-social-media-marketing/}, abstract = {Using a seven-step process, an ice cream retailer substantially improved its social media marketing.}, urldate = {2014-11-01TZ}, journal = {{MIT} Sloan Management Review}, author = {Technology, Copyright © Massachusetts Institute of and reserved, 1977-2014 All rights}, note = {00000 bibtex: Technologyk} }