Forrester

Why Read This Report

The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI (return on investment) of social media?" but financial metrics are just one way of evaluating social media marketing programs. Social media marketing delivers a wide range of benefits to organizations that are beneficial in the short term and long term in ways both quantitative and qualitative. This report helps interactive marketers working on social marketing build a business case for their social budgets. To properly value the impact of their social media marketing investments, interactive marketers must align their objectives, metrics, targets, and strategies across four perspectives — the financial perspective, the digital perspective, the brand perspective, and the risk management perspective. This report is an update to the report "The ROI Of Social Media Marketing" originally published on July 16, 2010.