Love the idea of looking lower on the food chain and longer on the horizon for ROI. We don’t have near the client base to see the low level long term benefits such as @comcastcares, but I will say that top line measurement has actually been something we’ve been able to see in obvious chunks. With three years of lead gen data and conversion metrics, there were two major spikes in activity. The first was when we turned on search engine marketing, the second was when we allocated resources to social media. The past 12 months of increased social media presence through blogging and linkedin (and now just 3 weeks of increased twitter experience), we have seen significant increases in inbound traffic which converts directly to the top line.

Some gray area ROI benefits we’ve seen:

- Increased PR and Analyst exposure
- Channel marketing to Partners
- Competitive Intelligence
- General (non-sales) networking
- Recruiting (big one)

Keep up the great blog! @damphoux

Love the idea of looking lower on the food chain and longer on the horizon for ROI. We don’t have near the client base to see the low level long term benefits such as @comcastcares, but I will say that top line measurement has actually been something we’ve been able to see in obvious chunks. With three years of lead gen data and conversion metrics, there were two major spikes in activity. The first was when we turned on search engine marketing, the second was when we allocated resources to social media. The past 12 months of increased social media presence through blogging and linkedin (and now just 3 weeks of increased twitter experience), we have seen significant increases in inbound traffic which converts directly to the top line.

Some gray area ROI benefits we’ve seen:

- Increased PR and Analyst exposure
- Channel marketing to Partners
- Competitive Intelligence
- General (non-sales) networking
- Recruiting (big one)

Keep up the great blog! @damphoux

That’s the money quote, IMO. Let direct response channels catch new customers, and social media bring them into the fold as true WOM evangelists.

Good stuff!

That’s the money quote, IMO. Let direct response channels catch new customers, and social media bring them into the fold as true WOM evangelists.

Good stuff!

I think we may just have to be patient to let more efficient social media ROI measurement tools be developed. As much as many of us have been using some of these tools for years, they are still relatively new and haven’t been fully realized yet. I believe more accurate and reliable tools may be developed in the future, but for now it is going to be tough. Also, maybe some of the areas of social media ROI really can’t be calculated. Not every action that a company invests time and money into has a clean understandable ROI figure associated with it, but we know that it is valuable. The same could become true for many areas within social media.

Drew Gneiser’s last blog post..Traditional Media ROI – Just As Hard To Quantify?

I think we may just have to be patient to let more efficient social media ROI measurement tools be developed. As much as many of us have been using some of these tools for years, they are still relatively new and haven’t been fully realized yet. I believe more accurate and reliable tools may be developed in the future, but for now it is going to be tough. Also, maybe some of the areas of social media ROI really can’t be calculated. Not every action that a company invests time and money into has a clean understandable ROI figure associated with it, but we know that it is valuable. The same could become true for many areas within social media.

Drew Gneiser’s last blog post..Traditional Media ROI – Just As Hard To Quantify?