Social Media ROI?
The biggest challenge with adoption of social media technologies and strategies is that it's taking a shot in the dark. No one knows exactly what impact an initiative will have (anyone who told you they knew in the past year or two was lying). Recently I've spoken with a few researchers who claim to have cracked the code.
In the next six months, expect a number of calculations, explanations, and definitions of social media ROI to pop up. Later this year, I'll be writing about whether the impact of social media can really be calculated, both its effect on the bottom line and on traditional CRM metrics. What are your thoughts? Can social media ROI be calculated, or will it remain as elusive as ever?
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