How do you measure ROI for social?
The most important thing about measuring social media is to keep in mind that social marketing is continuous rather than episodic. Yes, there will be campaigns aimed at achieving some short term results but the focus should really be the on-going relationship with consumers. Just like all other relationships that cannot be measured at a given time, social media efforts need to be evaluated over time.
Another important consideration while discussing social ROI is to note that measurement metrics are being adapted from the last generation of digital advertising. To be able to measure the true value of a social campaign we need to first arrive at new metrics that understand the breadth and depth of social media marketing.
With this in mind, it’s important to work with a re-seller that can define these metrics with you beforehand and provide the technology to track and report them to fully understand your ROI.
Read more: http://wallblog.co.uk/2011/09/16/five-things-you-need-to-know-about-running-a-social-media-campaign/#ixzz1YNrnTBsK
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