Social Business By Design: Transformative Social Media Strategies for the Connected Company

Getting to Return on Investment with Social Media Marketing

Chief marketing officers and business managers need to know what returns they can expect by engaging in social business methods for marketing. Measuring value and calculating return on investment can be accomplished with a combination of existing and emerging techniques. Calculating return on investment can be difficult unless all factors are known. But most businesses should have a set of key performance indicators (KPIs) already in place that are linked to value creation and currently being collected. Linking social media marketing programs to existing KPIs is the most direct method for determining if efforts benefit the organization and deliver results cost-effectively. Common KPIs ...