Comments on: The Social Media ROI Debate

By: Top 37 B2B Marketing Posts and Hot Topics August 2010 « Learn to Manipulate Google Panda and Google Penguin

Sat, 22 Sep 2012 15:45:38 +0000

[...] The Social Media ROI Debate, August 23, 2010 [...]

By: Media Measurement | Social Media Catch 22: ROI

Media Measurement | Social Media Catch 22: ROI — Wed, 26 Oct 2011 16:46:40 +0000

[...] happened. Some bloggers and social media gurus are now writing about social media ROI in terms of ‘influence’, confusingly described as [...]

By: Jonny

Jonny — Thu, 14 Jul 2011 08:06:37 +0000

Social is here to stay. I’m looking at google and its going everything it can to stay relevant with social. I believe they know something.

By: Sourcing3 Buyer & Supplier Magazine - Top 37 B2B Marketing Posts and Hot Topics August 2010

Sun, 17 Apr 2011 18:32:22 +0000

[...] The Social Media ROI Debate, August 23, 2010 [...]

By: webbiqu1

webbiqu1 — Tue, 18 Jan 2011 22:51:47 +0000

Thank you Michael, those are very kind words.

The social media ROI questions presents a quandary for me, because I’m fundamentally a metrics guy. However, social media isn’t a direct response medium, and it often backfires on marketers who try to treat it that way.

But it’s intuitively obvious that someone who “likes” you on social media is more likely to buy from you, and more likely to recommend you to others. And study after study back this up. I just haven’t seen the toolset put in place yet that can measure this entire decision flow with any precision. Maybe social CRM will be the answer, maybe it will be some type of more advanced analytics.

For now, social media is too important to ignore, but precise ROI measurement remains elusive methinks.

By: Michael E. Rubin

Michael E. Rubin — Tue, 18 Jan 2011 22:43:23 +0000

Hi Tom,

Terrific analysis, Tom! The mark of a truly intelligent person is being able to prove out both sides of an argument both for and against, and you’ve done so quite admirably here.

FWIW, I’ve done my best over the years to quantify social media ROI by tying it back to real world business metrics wherever possible. Whether someone has 5 or 5000 followers is irrelevant to me. What I’m interested in knowing is how social media helped achieve tangible business goals.

For example, if you use Twitter for customer service, you can quantify it by using traditional metrics such as Cost per Customer and First Contact Resolution (FCR). This has real world implications because the end result will demonstrate how/if the use of social media has resulted in significant cost savings. It may not be sexy (or grab headlines like “We have 1 billion Followers on Twitter!”), but it’s real results tied back to tangible business goals.

Again, well done, Tom. My hat is off to you for the invaluable discussion you’ve started here.

At your service,
Michael

– Michael E. Rubin, Social Media Strategist, Fifth Third Bank
Disclaimer: I am a Fifth Third Bank employee, but this is my personal opinion.

By: Elland

Elland — Thu, 13 Jan 2011 07:27:23 +0000

Thanks for this great compilation regarding ROI. very informative, really helped me a lot.
Small Business Consulting Services

By: More Articles on B2B Marketing Analytics | NuSpark Marketing

More Articles on B2B Marketing Analytics | NuSpark Marketing — Wed, 03 Nov 2010 21:14:27 +0000

[...] The Social Media ROI Debate [...]

By: webbiqu1

webbiqu1 — Mon, 11 Oct 2010 19:52:23 +0000

Hi Tracy – thanks for the comment, and I’ll use that line.

By: Tracy Dupree

Tracy Dupree — Mon, 11 Oct 2010 19:18:13 +0000

Measurement in any type of public relations has become harder to measure, so to speak. Measuring the value of social media can be hard to justify. Indeed social media brings a value, influence, which is not easily measured but when you have it, you know it, and when you don’t, you wish you did. That’s a line to share with those who counter the possibilities of social media. Thanks for all the great information here too!
Cheers,
Tracy