ROI of Social Media: How to Improve the Return on Your Social Marketing Investment

AFTERWORD

Social media offers some excellent new ways for marketers to identify and engage with their target audiences. With social media, marketers have a way to respond directly to unvarnished, real-time comments from consumers. They can now openly thank brand advocates who make complimentary comments about the brand and they can directly intervene with a customer who has a service issue.

Social media doesn't come without its risks though—a brand's presence can be hijacked and virtual bullhorn-wielding protest groups can generate a storm of negative conversation around a brand or a company's business practices. Nevertheless, marketers must seek to engage with consumers, individuals and influencers in social media and endeavor to drive positive value for their brands using these tactic and tools in strategic initiatives. The risks need to be weighed against the positive value that can be had from social media marketing, and we think the benefits will usually outweigh the risks. We also see that social media will have far-reaching impact on a company in the way it interacts with all stakeholders in their sphere: customers, prospects, employees, past and future employees, as well as stockholders and investors.

The MEF is a foundation concept underlying a prudent, thrifty and managed social and traditional media strategy. To support a successful social marketing presence, the MEF provides a way to deliver value to the brand using integrated campaign tactics. The three personas— individuals, ...