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For Marketing Leadership Professionals

How To Assess The Impact Of Social Media In B2B Tech Marketing – A Social Computing Report

February 23, 2010

By Laura Ramos with Peter Burris, Augie Ray, Zachary Reiss-Davis

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Why Read This Report

As business-to-business (B2B) marketers experiment more with social media like blogs, Facebook, LinkedIn, Twitter, and YouTube, they worry if venturing into uncharted social waters will pay off in tangible business results. Rather than trying to discern social value through anecdotes and random case studies, marketers need to take a back-to-basics approach to assessing social media impact, which incorporates costs, benefits, risks, and opportunities into the evaluation. Building a value chain, measuring engagement, and applying Forrester's Total Economic Impact™ principles will give marketers the tools needed to predict the impact of any specific social choice and demonstrate the resulting value back to the business.
Tags: B2B Marketing, Customer Experience Management, Interactive Marketing Strategy and Process, Marketing Measurement, Marketing ROI, Measurement Methods & Techniques, Social Computing, Social Marketing, Social Media, Tech Sector Economics, Technology Product Strategies, Web 2.0
US $ 499
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TABLE OF CONTENTS

  • Social Media Increases Uncertainty About The Marketing Mix
  • Basic Models Help Tech Marketers Assess Social Returns

  • RECOMMENDATIONS

    Use Total Economic Impact To Gauge Social Business Results
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    B2B Marketers Turn To Social Media To Weather The Economic Downturn

  • Models & Calculators:

    Who Did We Survey About Their Marketing Organization?

  • Models & Calculators:

    Assessing Social Media Impact Eludes B2B Marketers

 
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