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

CONTENTS

Foreword

Preface

Acknowledgments

Introduction

Section 1—Getting Started with Social Media ROI

Chapter 1—Getting Started with Social Media ROI

What is social media ROI?

Social marketing is measurable: The marketing process model applied to social marketing

The Media Engagement Framework introduced

Make better strategic and tactical marketing decisions

Value for social media infrastructure providers

Case Study: Viral videos provide serious ROI: $50 Budget = two million hits on YouTube

Blendtec

A (short) history of social marketing ROI

Discussion forums

Ratings and reviews

Proprietary branded communities

Blogging

Micro-blogging

Social networks

Paid word-of-mouth advertising networks

Obstacles in determining social marketing ROI

The definition of ROI

Calculating costs

Losing control of your brand

Separating buzz into its component parts

Traditional media versus social media

Case Study: Social media and customer support

Comcast

Engagement is the key

Measuring traditional media

Case Study: Making social media a part of your company's DNA

Bravo Networks

Social marketing strategy

Influencers

Individuals

Consumers

Case Study: Metrics for social media resemble those for traditional media

Edelman Digital

Measuring social marketing

Social media measurement tools

A process to social marketing ROI

The future of social media and ROI

Let's get started…

Chapter 2—Social Media Motivations and Behaviors

Motivations for participating in social media

Individuals—social media participant hierarchy ...