Social Media ROI a Requirement for 2011

Updated: March 31, 2011

With social media spending continuing to increase this year, CMOs are being tasked to justify the investment. This is indicated vividly in a new report from Bazaarvoice, a poll of 175 B2C and B2B CMOs across various industries, with 74% of CMOs predicting they will finally tie social efforts to hard ROI in 2011.

Although CMOs will continue to track soft metrics such as popularity and engagement levels, tangible measures are rising dramatically to enable the calculation of realized ROI from social media. Rising dramatically for 2011 is the quantification of conversion and revenue as a result of social media efforts.


The majority of CMOs still don't know what the ROI is of their social media efforts, with the majority of respondents indicating that they were not getting an ROI or did not know the ROI from various campaigns and channels.



Facebook seems to have the most favorable ROI ratings so far, with 35% indicating superior or average ROI, but with so many not knowing for sure, it's hard to tell what the results will be until clearer measurement systems are put in place.

Featured Research
  • BI Buzzwords

    Can you speak data? Business Intelligence (BI) is becoming an absolute must-have in order to compete with over 55% of large companies investing in TWO or more BI tools. To further this point, 89% percent of business leaders think Big Data will have an impact on business operations much like the internet has. more

  • The Social Side of Service

    Did you know that 83% of Twitter users who tweeted a complaint said they loved receiving a response from the brand? In order to provide the best possible service to your customers, you MUST provide service on the channels that they are utilizing. Social customer service might seem scary and undefined, but can be much more effective and less expensive than traditional channels. more

  • Video Conferencing

    For many, the mere mention of video conferencing brings about bad memories of conference rooms full of people staring at a screen with dodgy sound, fuzzy images, and broken connections. What if we were to tell you that over the past decade, video conferencing solutions have evolved to where they are affordable to businesses of every size and have evolved beyond just the standard boardroom. Today, 74% of B2C marketers and 94% of B2B marketers use video in their marketing efforts. more

  • EHR Implementation

    More and more medical practices are selecting and implementing electronic health records (EHR) than ever before. In fact, statistics show that the number of practices who have purchased an EHR has doubled in just three years. That being said, many practices fail to prepare for their new EHR and thus do not gain the full benefits that come with implementing a solution. more

  • Selecting the Right EHR for Your Practice

    The purchase and implementation of an electronic health record (EHR) system is no small feat and is a big step for a practice, small or large, to take. Selecting your new EHR is one of the most important decisions that you will make for your practice. more