Comments on: No Patience for the ROI of Social Media Discussion

By: Jasper Blake

Jasper Blake — Thu, 18 Jun 2009 14:56:48 +0000

The number of Social networks and ways of engaging are increasing and fragmenting as technology develops. The key is to find ways of engaging efficiently with complex and fragmented communities – and be able to measure one’s effectiveness in doing that. That is why we created Social Smart.
Social Smart is an affordable, in-house solution for effectively managing, and measuring muti-channel social media campaigns and inbound web traffic. It combines search optimization, social media, and email targeting through one easy-to-use dashboard to increase social media ROI in all areas of branding, research and online conversions. With E-Commerce integration and interest-targeted email list generation capabilities, its a marketing department in a box.
I agree the whole “how do you measure ROI with social media” question should no longer be an issue – well done for saying so!

By: Paul Dunay

Paul Dunay — Wed, 17 Jun 2009 01:47:20 +0000

@ Jason – agreed

By: Paul Dunay

Paul Dunay — Wed, 17 Jun 2009 01:44:53 +0000

@ Lewis – you raise a good point about the ability to measure and calculate ROI and I agree and hopefully have inspired those to take action with tools that already exist

By: Jason Peck

Jason Peck — Tue, 16 Jun 2009 20:28:20 +0000

Yes. We are really making things waaay too complicated sometimes when we try to measure things like attention, influence, etc. Not that there isn’t value in those things, but as Dell proved, it doesn’t have to be rocket science.

By: Lewis Green

Lewis Green — Tue, 16 Jun 2009 15:05:12 +0000

Paul,
As you know, I have been arguing that measuring ROI no matter the media is always possible. I have come to believe that those who argue otherwise either have little or no experience measuring results; little or no experience in the corporate world where measuring results has been part of the dialogue and challenge for decades; or they are defensive because they need to protect their position lest they be found out.
My judgment reads as a harsh indictment, but for 35 years I have been hearing managers say what they do can’t be measured. Often they did what I was doing, and my teams were measuring results as were other teams within the Marketing and Communications areas. My conclusion was that they didn’t understand how to measure ROI and were threatened by learning how because then they would be held accountable.
I urge all to learn how to measure ROI, not be threatened by it, and become a hero because nothing says excellence like the delivery of ROI.