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ROI of Social Media: How to Improve the Return on Your Social Marketing Investment by Jerry Dimos, Steven Groves, Guy Powell

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11

EIGHT-STEP PROCESS TO MEASURING SOCIAL MARKETING STRATEGY AND ROI

BUILDING A CULTURE OF METRICS IN SOCIAL MEDIA

Without a simple guide, outlining and executing a process to developing social marketing metrics and ROI can be a challenge for many organizations. The goal of this book is to help organizations establish a foundation and a defined process from which to improve the ROI for social marketing and many traditional marketing efforts. For organizations that already have a strong metrics and ROI culture, this process is made up of simple adjustments to their current infrastructure to accommodate the concepts identified in the previous chapters.

If there is no culture of metrics in the marketing organization, then developing a culture of metrics in social media alone can be difficult. If there is no culture in the marketing organization of evaluating ROI, then an initiative to first develop the culture and a strategy for marketing metrics can have a big pay-off. It may be that after reading this book the marketing team will want to use social marketing metrics and ROI in a pilot program to understand and further develop these concepts for the rest of the marketing activities.

Even though social media offers many measurement options, choosing the right ones is critical to building a successful social marketing strategy, infrastructure and campaign. Developing links between social marketing activities and response in terms of revenue, profit, brand and share is the goal of social ...

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