Advance Praise for ROI of Social Media
How to Improve the Return on Your Social Marketing Investment
The biggest shift in today's marketing world isn't the much-discussed declining effectiveness of television advertising but the changes in how consumers research and buy products—and social media is at the heart of this structural dynamic. Simply measuring ROMI will not improve performance since marketing strategies are often flawed and their spending is inefficient. Indeed, we need to go beyond metrics and take a hard look at why the numbers are so bad! Groves, Powell and Dimos provide a timely and accessible text to allow a new and less controllable brand communications channel be managed within a holistic framework. Full of practical gems, it will stimulate your thinking and help you make better decisions.
Chris D. Beaumont
Professor, Tokyo University, Global Center of Excellence Director, North Asia, Results International
If you've ever tried to integrate social media into your marketing planning, and especially if you've tried to measure its impact, The ROI of Social Media is a must-read. The authors bring decades of experience and a wealth of insight to anyone who is trying to plug into this elusive media channel and determine its value to your organization. The depth of discussion on ROI provided in this book addresses the glaring void in evaluating social marketing—its effect on my income statement. You need to read this book.
Dominic “Nick” Popielski
Director, Marketing ...