Wishy-washy marketers may try to tell you that Social Media ROI doesn’t matter, or that it’s about the conversation, or some quirky statement asking how you measure a phone call. But ROI of any marketing does matter, especially to decision makers (whether your boss or your client). People want and need to know how well any particular marketing tactic is working, so they can make decisions about what to improve and on what to spend money. Nichole Kelly has a great article over on Social Media Explorer about how to apply ROI to social media:
So how do we fix it? We’re going to have to accept our reality that we need to be able to tie social media to an impact on customer acquisition. Sure you can tout customer service savings and other types of cost based results, but you’re going to have to bring a huge volume of conversations for that savings to really mean something to the leadership team. But the minute you start generating leads and adding new customers with a reasonable volume at at a reasonable cost, ears start to perk up. — Social Media ROI is Nothing But A Numbers Game by Nichole Kelly
