Comments on: Think Bottom Line, Not Top Line, on Social Media ROI

By: Steve Gasser

Steve Gasser — Fri, 13 Mar 2009 04:14:02 +0000

Think Bottom Line, Not Top Line, on Social Media ROI http://tinyurl.com/5csgfr

By: Erin Brenner

Erin Brenner — Mon, 09 Feb 2009 23:57:08 +0000

Can you measure bottom-line ROI for social media in your organization? http://bit.ly/agFl

By: Mike Damphousse

Mike Damphousse — Thu, 11 Dec 2008 04:15:38 +0000

@jaybaer interesting article on non-topline ROI in social media. even added a comment. great blog. http://bit.ly/agFl #b2btweets join group

By: Green Leads

Green Leads — Wed, 10 Dec 2008 21:08:39 +0000

Jason,

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

By: Katie McCartney

Katie McCartney — Wed, 03 Dec 2008 21:14:17 +0000

@jaybaer great article on Think Bottom Line, Not Top Line, on Social Media ROI http://is.gd/a2D2

By: KatFrench

KatFrench — Wed, 03 Dec 2008 16:54:16 +0000

“your ROI analysis needs to focus on social media’s ability to turn customers into fans.”

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!

By: Drew Gneiser

Drew Gneiser — Wed, 03 Dec 2008 15:34:00 +0000

I wrote on a similar topic yesterday. While Social Media ROI is hard to measure, I completely agree with you that most traditional media ROI is just as hard to measure as well.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?

By: Michael Slawin

Michael Slawin — Wed, 03 Dec 2008 15:02:43 +0000

Jason,
You make some good points here. The prospects and customers I speak with want measurable results and Social Media is difficult to quantify in many cases. Certainly though, as you point out, it is much easier to do than with traditional forms of PR.

By: Brian D

Brian D — Wed, 03 Dec 2008 14:49:31 +0000

My background is in building social networks and turn-key marketing tools for brands and marketing companies. A fast rule of thumb here about social media marketing is that it’s all based on trends. Here today, gone tomorrow. These are called “fools investments.” The best way to sell something valuable is to give it away.