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

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INTRODUCTION TO THE MEDIA ENGAGEMENT FRAMEWORK

Many books on social media and social media metrics look at social media in a partial or complete vacuum. They consider social media as a stand-alone media, but ignore how social media absorbs synergistic affects from traditional media and how social media can enhance the response to traditional media campaigns. This book takes an entirely different approach, realizing that social media and traditional media are inextricably linked. All media channels have nuances—and social media is no different—but they all work together to drive value for the brand. Because TV and most traditional media channels have existed longer, they have been studied in much more detail and are much more understood by the marketers using them.

With each of these traditional channels, marketers have learned how to purchase, improve and manage them optimally. These channels are simply better understood. Just as television has many different channel types—such as syndicated, network, cable and local—so too does social media have more than one type of channel. With sophisticated tools, media buyers carefully plan a TV media buy, reviewing each program and network to optimize their purchase. They plan integrated marketing campaigns to provide the highest reach, frequency and quality to reach their target audience optimally with the right message at the right time and place using a surround sound set of marketing impressions. With social media, each channel also ...