Is there an ROI from Social Media Marketing?

Updated: March 31, 2011

Marketers are investing significantly more in social media efforts, with increases from 6% to 18% percent of marketing budgets expected within five years. Marketers understand that you must make an investment to deliver social media results and success, but what spending levels are required, and how much effort needs to be expended to deliver specific results?

As social media marketing efforts increase, so does the investment required. And in today's "age of austerity", every significant investment now requires proof of bottom-line impact and superior value - a condition called Frugalnomics. As a result, with the social media spending increases, comes:

  • Increased executive scrutiny,
  • Challenges from other stakeholders who may be losing budget to these efforts.

This is driving the need for better social media measurement and return on investment (ROI) accountability.

Recent survey results from Altimeter state that measurement is indeed one of the most important aspects to social media success; in fact, the top priority reported by 48% of corporations was "Creating ROI Measurements" for internal programs. According to Altimeter, "those that can effectively measure improvements can make the business case, and can truly obtain more budget funding".

However, even though social media ROI measurement is important, Altimeter found that benchmarking efforts are incomplete, with:

  • 65% of corporations using only Engagement Data as the top measurement metric,
  • a mere 22% capturing Product Revenue, a key element in quantifying value and ROI.

With so little measurement, can anyone say that there is actual ROI from social media in general and your own unique marketing efforts in particular? Alinean believes that the sustainability of funding for social media is at risk in enterprises that are not able to demonstrate solid business cases for these initiatives.

Our research shows that ROI results are mixed at this time, with some companies, industries and best practice leaders reaping a payback on social media marketing investments, while others struggle with low engagement levels, high costs, and poor returns.




To measure the ROI, and help others understand their own derived value, we have created the Social Media Value Chain.

See the full ROI assessment results and methodology here:

http://www.alinean.com/docs/Alinean_How_Do_You_Calculate_the_ROI_from_Social_Media_Marketing.pdf

For personalised ROI Calculator and more resources visit:
http://www.alinean.com/socialmediaroi.aspx

Featured Research
  • Contact Center Implementation Best Practices

    Are you looking to add a contact center for your business but not quite sure of how to go about implementing one? You aren't alone, in fact, getting a modern contact center up and running efficiently and effectively is much more difficult than it was even five to ten years ago. more

  • Business Meeting Showdown

    It is no secret that communication and collaboration are at the heart of success and longevity for any business. However, as businesses become more global and more employees work remotely, video conferencing is being increasingly used as an alternative to face-to-face interactions. There are pros to both business travel and video conferencing such as personal connection and ease of use. However, there are cons as well ranging from travel delays to being technologically reliant. more

  • Mobile Communication Showdown

    It's no secret that businesses are becoming agiler and employees are spending more time away from their desks. The question isn't should we get rid of our landlines, but how quickly can we replace them?However, staying connected with your colleagues, clients, and customers is absolutely essential for cultivating long-term, lucrative relationships that will help your company achieve success. more

  • Signs you are Ready for Mobile BI

    With workforces moving more and more mobile on a daily basis, it is essential to ensure that your company is able to arm your employees with the analytics that they need to succeed. 89% of business leaders believe that Big Data will revolutionize business operations in the same way that the internet did. These numbers show the trend towards investing in a BI system. more

  • 15 Ways to Optimize Your Contact Center

    We live in a time where customer experience is seen as an important competitive differentiator. Given this, wouldn't you like to make sure that your contact center is fully optimized to meet your business needs? Deciding to upgrade and optimize your contact center is a big step, and one that shouldn't be done without due diligence and plenty of research. more