The Social Media MBA Guide to ROI: How to Measure and Improve Your Return on Investment

Introduction

This book is for those who want to start measuring the tangible and intangible returns on investment (ROI) on their social media activities and are looking for some straightforward advice on how to get on with it; from making the business case for social to defining suitable goals and more.

We will talk about how to set up free tools such as Google Analytics and premium tools like Radian6 to help you track ROI. We will also discuss how to make the most of the built-in ROI features on some of the most popular channels such as Facebook and YouTube.

As you will learn, social media is not just about making money but just as much about having an opportunity to save money, a less discussed aspect of ROI that we will investigate further. We will also look at how you can improve your ROI figures to help you impress your leadership team even more.

Irrespective of what industry or department you are working in, now that social media has become mainstream, your leaders will increasingly expect you to know how to measure the return on it, just as they expect you to measure the return on any other business activity you engage in. This becomes even more critical if you plan to ask for additional resources towards social, time and money, in the future.

What Makes This Book Different?

This book aims not only to inform the marketing department on how to measure ROI, but indeed every department. We don't limit ourselves to thinking about social as “campaigns” but also as ongoing business ...