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Measuring Social Media Marketing ROI

February 8th, 2011 by John Rasco

We’re increasingly seeing this request from clients, which is to be expected when they’re spending hard cash on soft marketing. This eMarketer table shows the change in the expectations of CMOs from 2010 to 2011 (original source was Austin’s original Bazaarvoice and their CMO Club Survey).

The most interesting change is the DOUBLING of the expectation that increased conversions are a reasonable measure of SMM effectiveness. In B2B marketing, there’s a tripling of the use of increased channel sales as a measure. It’ll be interesting to see how their marketing departments connect cause and effect on those sales!

To put all this in the proper context, consider this pull quote from the published results of the CMO Club Survey: “However, standard ROI metrics proved difficult to measure for many social efforts; only 40% of CMOs surveyed in 2011 successfully tracked ROI on their social initiatives.” Not saying it can’t be done, but it ain’t easy.

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