social media ROI

Tools, Process and Culture…Oh My!

by Malcolm De Leo · December 26, 2012

Everywhere I go and speak, I ask the same two questions before I start my presentation. The first question I ask is, “How many of you trust social media as a data source to make business decision? Please raise your hand if you do.” You know how many people’s hands go up after I ask this question? About 5-10% of the room. And when I ask this question, the room is filled with at a minimum 100 people all the way to 500 people. After asking this question, I follow it with a second one. I ask, “Ok, so when you are thinking of buying a new electronic device or appliance or picking a restaurant to make a decision, how many of you go to the web first to collect information to make your decision?” Now everyone’s hand goes up. Well at least 98% of them…the other 2% are sleeping.

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To Be Successful, Social Media Has to Fail

by Nichole Kelly · December 11, 2012

As companies start to invest more heavily into social media, it will quickly bring out the magnifying glass. It’s a big deal. For many companies social media is finally getting its own line in the budget for 2013. This comes with good and bad news. Executives have been struggling with understanding where social media delivers return since the first time one of their employees came in and begged to test it. Now that it has its own line item in the budget, it’s natural for skeptical executives to approve the budget and pull out their magnifying glass at the same time. Once companies start making real investments in social media, the pressure is on for marketers to quickly demonstrate real ROI. Not those fluffy reports on how many fans and followers were generated.

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The ROI of Infographics

by Mark Smiciklas · August 1, 2012

Defining the best way to measure the value of your infographic content can be an adventure in semantics. Your objectives, the organizational culture you operate in, and your definition of return on investment (ROI) all contribute to how, or even if, you measure the business performance of infographics.

ROI is calculated as follows: (Gain from an investment – Cost of the investment) / Cost of the investment

The formula is simple enough. So why do ROI discussions always seem to have the potential to become acrimonious? Like a good political debate, how you approach the measurement of your content marketing and communication initiatives can depend on your perspective.

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Is Facebook Anti-ROI for Brands?

by Nichole Kelly · July 26, 2012

Does anyone else feel like Facebook is making it really difficult for brands to be successful? Or do you feel like Facebook is on your side? Personally, I feel like Facebook has become disconnected from what brands are trying to achieve and they keep making it more difficult to be able to prove the ROI of having a Facebook presence. Why would brands invest big dollars into a platform that seems to constantly turn its nose up at their efforts? Further, how can we ever get the budgets we need to make additional investments if Facebook has an anti-ROI policy for brands?

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