Great Article on Measuring Social Media ROI
Tuesday, July 29, 2008
Jeremy Epstein contributed a must-read article about measuring social media ROI to this month's ASAE Marketing Insights e-mail newsletter. You have to be an ASAE member to read the article, so here's a highlight.
"...beware the traditional marketer in social media clothing. She cannot give you a quick and easy ROI response to your social media efforts using traditional direct marketing tools. What a marketer can do is to put on his quantitative hat and look for correlations between these metrics and the ultimate goal and then refine as necessary. By measuring the health of the customer-client online relationship and not focusing on moment-in-time transactions (e.g. traffic or hits), you can begin to develop an ROI measurement for your social media efforts."And here's a link to Jeremy's excellent blog post entitled "Beware the Traditional Marketer in WOM/Social Media Clothing."
2 comments:
Jer979
said...
I'm honored that you called it a "must read." Thanks for the mention and for introducing me to your blog. I've added you to the ol' RSS reader!
July 29, 2008 1:43 PM
Jeff Cobb
said...
Thanks for pointing this out, Lindy. I get the marketing newsletter, but it would probably still sitting on my "to do" list if you hadn't highlighted Jeremy's article.
I think the growing focus on ROI in social media is healthy, though I worry that I see signs of how ROI seems to have played out so far in the learning industry - mainly that learning professionals seem to be in a continual battle to "legitimize" themselves via ROI.
While all organizational strategies and tactics need to be bounded by some level of logic and measurability, there is a core of social media practice (as there is of learning practice) that seems to me simply beyond question at this point. What that core is may vary from organization to organization, but I hope a clamor for ROI - and its elusiveness in some applications of social media - will not be the excuse that organizations embrace for not venturing into social media at all.
Great article, Jeremy + enjoyed your "Beware the traditional marketer" posting as well. --Jeff
August 2, 2008 7:24 AM
I think the growing focus on ROI in social media is healthy, though I worry that I see signs of how ROI seems to have played out so far in the learning industry - mainly that learning professionals seem to be in a continual battle to "legitimize" themselves via ROI.
While all organizational strategies and tactics need to be bounded by some level of logic and measurability, there is a core of social media practice (as there is of learning practice) that seems to me simply beyond question at this point. What that core is may vary from organization to organization, but I hope a clamor for ROI - and its elusiveness in some applications of social media - will not be the excuse that organizations embrace for not venturing into social media at all.
Great article, Jeremy + enjoyed your "Beware the traditional marketer" posting as well. --Jeff
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