Return on social media investment is tough to measure, which should hardly be surprising. Any firm using multiple marketing and sales channels will have a tough time determining the relative impact of any single one of the channels, for example.
Practitioners also measure what can be measured, which is not the same thing as a direct measurement of return, but only a proxy for such returns. It's still partly art, not fully science. But all marketing is equal parts art and science.
Monday, October 3, 2011
Social Media ROI is Tough to Measure
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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1 comment:
Hi Gary
One way to measure return on experience is by looking at the propensity to people who undertake a social media action, such as on Facebook, to then go on to different stages of the purchase funnel. This is an investigation that Starcom MediaVest London has undertaken. More here: http://emergingspaces.co.uk/content/actions-speak-louder-clicks
Steve
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