We're going on how we measure the return on investment in social media is all the way back. Effective social media measurement should start with the inclusion of the traditional ROI approach on its head. That is, rather than emphasize their marketing investments and calculate the impact in terms of customer response, managers should start by considering consumer motivations to use social media, and then measure the social media investments customers make as they engage with the brand marketers. The measurements thus has much more meaning. It takes into account not only short-term goals, such as increasing sales in the next month, using social marketing, media, and decreases in the next quarter due to more responsive online support forums, but long-term returns and significant corporate investments in social media of information. The authors show how to implement this new type of measurement, and point to the benefits of this. "Hide
by Donna L. Hoffman, Marek Fodor Source: MIT Sloan Management Review 11 pages. Publication Date: 01 Oct 2010. Prod. #: SMR363-PDF-ENG
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