Calculate a social media marketing ROI measurement the C-suite will understand ¹

by Lynn Christiansen Esquer • Social media and content marketing, Social ROI • Tags: business case for social media, cost/benefit analysis, metrics in social media, ROI, sales funnel, social media, social media investment, social media marketing, Social ROI

Marketers need to do a better job connecting the dots between their organization’s budget and resource investment, and substantive results: Cost-per-lead, cost-per-conversion. They need to apply social media marketing to the sales funnel, along with any other marketing activities. And they need to demonstrate how social marketing contributes to retention and the lifetime value of customers. So, how to get started calculating ROI? More…

Making the business case for a social media marketing program ¹

by Lynn Christiansen Esquer • Marketing techniques, Social media and content marketing, Social ROI • Tags: business case for social marketing, business case for social media, business justification, measurement, metrics in social media, social media marketing, Social ROI

If your online program can be shown to be beneficial to your business, it will be one that justifies a budget. But how do you build the business case for social? More…

Myths and metrics: How do you measure social media success? ³

by Lynn Christiansen Esquer • Marketing techniques, Social media and content marketing, Social ROI • Tags: analytics, cost-per-conversion, cost-per-lead, marketing, measurement, metrics in social media, return on investment, ROI, social marketing, social media, social media marketing, Social ROI

Social marketing is just marketing. Its fundamentals are not different, and neither should its metrics be. In fact, its ultimate success should be determined the way every other marketing effort should be: by ROI. More…