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

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GETTING STARTED WITH SOCIAL MEDIA ROI

WHAT IS SOCIAL MEDIA ROI?

The future of social media and the ability to measure its return on investment (ROI) are being hotly debated. Regardless of which side of the debate you come down on, the need to demonstrate the ROI of a social media investment is becoming more urgent. With the advent of consumers now expecting to participate in a two-way conversation with your brand in a genuine manner, the role of marketers in organizations has changed forever. Marketers must now build their strategies incorporating this two-way dialog and they must measure the impact on their brands in order to make the right strategic and tactical decisions. Marketers can no longer gloss over the importance of measuring the impact of social media without endangering the health of their brands—and their careers.

In the coming chapters, we will introduce the media engagement framework. This concept will finally put in context the key elements of measuring the right things in social media to prove the value of social marketing and to finally compare that value to the value of a similar investment in traditional media. In this way, marketers can make better strategic and tactical decisions about where and how they allocate and invest their precious budget dollars, Chinese yuan, euros and yen.

This book was written to cover the role the marketing function plays in social media as it relates to marketers' ability to reap positive short- and long-term value for the ...