Home > Uncategorized > Measuring the ROI of Social Media Marketing

Measuring the ROI of Social Media Marketing

Here is a semi-academic article that shows the ways of measuring the ROI of Social Media Marketing Efforts. They suggest that it is impossible to use social media effectively for companies unless they understand the consumer motivations to use social media.

“Internet marketing and online retailing conferences now devote attention to ROI issues, and managers are asking themselves every day, “What’s the ROI of [substitute social media application here]?” Blog posts, white papers and case studies prepared by social media gurus, consultants and industry analysts abound, yet the answer remains largely unsatisfying. Effective social media measurement should start by turning the traditional ROI approach on its head. That is, instead of emphasizing their own marketing investments and calculating the returns in terms of customer response, managers should begin by considering consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers’ brands.”

http://sloanreview.mit.edu/the-magazine/articles/2010/fall/52105/can-you-measure-the-roi-of-your-social-media-marketing/

mit-smr-fall10-hoffman-relevant-metrics-for-social-media-applications

Advertisements
Categories: Uncategorized
  1. No comments yet.
  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: