Trends Report

How To Assess The Impact Of Social Media In B2B Tech Marketing

February 23rd, 2010
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Peter Burris , Augie Ray , Zachary Reiss-Davis

Summary

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.

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