For Interactive Marketing Professionals

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	July 16, 2010 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	Average: 8  (10 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• 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
• Related Research Documents

This is an excerpt

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