Before we can dive straight in to the ROI of social media, we must fully understand what exactly that means. Therefore, using the text from Powell, Groves, and Dimos, I have collected some basic information to lay down a foundation that will help us going forward.
Though some may disagree, social media marketing is measurable! It takes understanding of the new market and an open mind to how applicable ROI measuring tactics can be. Much of the return from social media marketing comes from engagement. Engagement is key. Engagement is truly what sets social media apart from traditional media. Through print advertising or television commercials, the brand becomes isolated, but with social media there is a conversation between the brand and consumers that is free to take place.
One key to engagement is knowing your audience and what motivates them to partake in engaging with the brands they love. Take the appropriate amount of time to fully understand your audience and to develop your approach to motivating the audience. Once your audience begins participating in engagement with the brand, don't let it stop. Stay involved.
Tell me what you think: Is social media marketing really measurable, or no?