Forrester Research : Research : The ROI Of Social Media Marketing

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For Interactive Marketing Professionals

The ROI Of Social Media Marketing

A Balanced Marketing Scorecard Thoroughly Validates Social Media Value

by Augie Ray

with Nate Elliott, Emily Riley, Jennifer Wise

July 16, 2010
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Tags: Social Marketing, Marketing Measurement, Social Media, Marketing ROI, Interactive Marketing Strategy and Process

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. 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.

Keywords: Social Media

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Social Media Delivers Results That Are More Substantial Than Mere ROI
A Balanced Social Media Marketing Scorecard Delivers The Entire Picture
The Financial Perspective Measures Social Media's Impact On Sales
Survey Consumers To Measure The Brand Perspective
The Risk Management Perspective Is ROI You Cannot Measure (But Can Estimate)
The Digital Perspective Complements Other Perspectives
RECOMMENDATIONS
Robust And Varied Metrics Validate Social Media Investments
WHAT IT MEANS
Social Media Is Maturing; Metrics Must Mature Along With It
Supplemental Material
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For Interactive Marketing Professionals

The ROI Of Social Media Marketing

A Balanced Marketing Scorecard Thoroughly Validates Social Media Value

by Augie Ray

with Nate Elliott, Emily Riley, Jennifer Wise

Why Read This Report

US $499

Become A Client

Already A Client?

COMMENTS ()

TABLE OF CONTENTS

RECOMMENDATIONS

WHAT IT MEANS

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Models & Calculators:

Also in the collection: Social Media Marketing Measurement

Report: Three Steps To Measuring Social Media Marketing

Report: Social Media Marketing Metrics That Matter

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For Interactive Marketing Professionals

The ROI Of Social Media Marketing

A Balanced Marketing Scorecard Thoroughly Validates Social Media Value

by Augie Ray

with Nate Elliott, Emily Riley, Jennifer Wise

Why Read This Report

US $499

Become A Client

Already A Client?

COMMENTS ()

TABLE OF CONTENTS

RECOMMENDATIONS

WHAT IT MEANS

TOOLS & TEMPLATES

Models & Calculators:

Also in the collection: Social Media Marketing Measurement

Report: Three Steps To Measuring Social Media Marketing

Report: Social Media Marketing Metrics That Matter

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