Peter Kim wisely warns us: ROI is a term with a real definition. And it’s starting to get thrown around more and more, as some social media types are beginning to look for ways to justify their existence.
In tougher economic times, it’s harder to get away with experimental marketing, especially if it’s hard to quantify:
Calculating ROI from social media efforts is no different. If ROI doesn’t apply to social media marketing, then social media should not be used for marketing.
But I think this is a failure of data analysis, not a failure of marketing. The real questions is: How do we start to quantify and standardize the results of social media marketing campaigns?
{ 1 trackback }
{ 0 comments… add one now }