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A cliche of modern discussion in social marketing is to focus upon ROI and how elusive it can be. We’ve been exploring the topic ourselves plenty recently.
Although we firmly encourage the use of social data to measure the performance of a business – facilitating better decision making and indicating the return on different investments – what about the return on social activity itself?
In 2013 Coca Cola famously revealed that the brand was unable to find a direct link between social activity and short-term sales, a position that was later clarified when its President of Strategic Marketing, Wendy Clark, underlined the importance of social media’s ability to enhance marketplace impact, consumer engagement, brand love and brand value....
Via Jeff Domansky
Can social media activity really be measured in dollars? Isn a word, yes! Recommended reading. 9/10