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• Measuring ROI from Social Media

  By Burkey Belser

  Posted on May 18, 2011 at 9:44 am

  

  This particular piece of research from Marketing Sherpa really rings true. (Subscribing to the daily feed may be more reliable than my updates, http://www.marketingsherpa.com/). Ask yourself what you want from your own online efforts and I’ll bet they track these results from 3,300 marketers. These are the measures we’d argue to be put in front of management to explain the value of the firm’s online investment. Of course, opportunities get trapped in your marketing funnel (from prospects and clients) from any number of sources, depending on the type of service you offer. But we’ve found these numbers match almost perfectly to our own efforts.

  Notice the “reach of fans, followers and subscribers,” which some might dismiss out of hand. We’ve found links to our site from social media sources now outnumber those from search engine optimization or pay-per-click. We also believe it noteworthy that companies now add savings in customer service and support as a measure of value from online efforts; in other words, calculate the savings for business activities no longer required or that require diminished support.

  Finally, we would be remiss if we failed to point out the relatively high value smart marketers attribute to “brand sentiment,” just a couple of notches below “sales revenue generated.” Clearly, managing the brand cuts across all media today, particularly the online conversation.

  Tags:

  Research, Social Media 

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