Posts tagged as:

ROI of Social Media

Understanding the ROI of Social Media

by Jason Falls · February 1, 2012

It’s the question that social media evangelists, speakers, consultants and practitioners begrudgingly have to answer. Sometimes, they have to or their jobs are in jeopardy. What is the ROI of social media. While I have my own perspective on that, there are many ideas and opinions on the issue. Part of what we plan to provide with our Explore events this year is a better understanding of the ROI question for all who attend.

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Dear Executive …

by Jason Falls · December 15, 2011

Dear corporate executive,

You’re skeptical about social media marketing and social technologies. I get that. You’re also focused on the bottom line and keep asking the question, “What’s our ROI?” And I understand why.

But doing so is like waking up every morning, rolling over to look at your wife (or husband) and saying, “What? You haven’t produced a child yet? We’re going to have to re-think this.”

There’s more to marriage than children. There’s more to business than quarterly revenue.

Food for thought.

Permanent link to this post (85 words, estimated 20 secs reading time)
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PAVE-ing A Way For Refined Social Media Measurement

by Jason Falls · November 27, 2010

Editor’s Note: The following is a guest post from Joel Gn, a Singapore-based communications associate with web development firm Aeturnus.

Corporations today have only been too eager to jump on-board the social media bandwagon. This has inevitably resulted in the growth of various social media tools in the market, but the usual questions continue to surface: how are social media metrics translated into actionable insights? How do the measurements correlate with the ROI of the company or brand?

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Forrester Report Offers Analyst Look at Social Media ROI

by Jason Falls · July 21, 2010

Forrester Research has produced another interesting report, this one focusing on perhaps the hottest topic of the social media world over the past year: The ROI of Social Media Marketing. The piece, primarily authored by Forrester analyst and friend Augie Ray, offers what Forrester calls a balanced scorecard for measuring the ROI of social media, complete with expected Forrester graphics and interview-based insights.

Measurement unit
Image via Wikipedia
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Using Search To Prove Social Media’s Value

by Jason Falls · January 11, 2010

If you subscribe to the notion that social media is a discipline that is most appropriately aligned with public relations, customer service, customer relationship management and similar business channels, you probably have a hard time seeing social media’s link — pun intended — to search engine optimization. SEO probably comes across as a very scientific process, heavy on paid search strategies and with little relevance to the warm and fuzzies you get with social media.

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What Social Media Can Do For Your Business

by Jason Falls · December 28, 2009

There are still a number of business people, executives, owners and more, that have doubts about social media as a business driver. Part of that skepticism has to do with the fact the medium is quite new and participating in it requires a different approach from traditional marketing efforts. Part of it has to do with the fact that social media thinkers and advocates have never been very good at illustrating a definitive tie to business success through their medium of choice.

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Social Media ROI? Traditional Is Still More Accepted.

by Jason Falls · August 26, 2009

The return on investment for social media marketing is not an easy thing to determine. It’s not easy to measure. It’s not easy to argue. It’s not easy to prove.

Kool-Aid Logo
Image via Wikipedia

I’ll pause while the Kool-Aid drinkers curse at the screen and jump to the comments to call me names before reading the rest of the post.

For more on my thoughts, please revisit this post and conversation with Katie Payne from PRSA International last year.

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Spiral16 Adds Unique Layers To Social Media Monitoring

by Jason Falls · August 12, 2009

Social media monitoring keeps getting more and more interesting. Not only are the existing players continually improving their wares but start-ups and under the radar players are bringing interesting features and thoughts to the marketplace.

One such company is Kansas City-based Spiral16, a two-year-old, privately funded social media monitoring service I spent some time with recently to explore their tool. The central differentiating feature Spiral16 pitches is their ability and willingness to use the social media monitoring algorithms, search features and natural language processing components on outside sets of data.

Sentiment view in Spiral16's dashboard. (Click for larger view.)

Sentiment view in Spiral16's dashboard. (Click for larger view.)

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VoxTrot Sheds Different Light On Social Media Monitoring

by Jason Falls · May 19, 2009

Jason Falls

Jason Falls

I caught up with my Twitter buddy Mike Troiano at the Inbound Marketing Summit in San Francisco recently. Mike is on the board at Crimson Hexagon, a web applications company in Boston that has its philosophies based on Harvard research and theories. When I asked about what they were up to, Mike told me about VoxTrot, a soon-to-be released social media monitoring product that looks at gauging online conversations a bit differently than other tools like Radian6, Scout Labs and Techrigy.

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