After several years of spending many dol- lars on increasing the health care system's digital presence in terms of its website as well as sites on Pinterest, Facebook, and several blogs, the CEO of the health sys- tem has begun to question the investment of staff resources as well as the real-dollar cost of these efforts. As the new chief mar- keting officer, you have been asked to jus- tity whether this strategy should be continued and what the appropriate basis for monitoring the appropriateness of such future expenditures in terms of FTE resources and dollars would be. Describe your approach.