Social Media Marketing - Is it Possible to Measure ROI?

SMM and ROI

ROI, or return on investment, is notoriously hard to measure in social media marketing. A small business owner in Toronto mentioned this in a blog posting I saw recently. She lamented the time it took to write blog posts and update her Facebook page. She also noted that she had given up completely on Twitter since she couldn't possibly keep up with the tweets she was receiving.

In essence, she was saying what many others have said: Is all this effort really worth it? How do I know what I'm getting out of my attempts at SMM?

A recent Econsultancy report asked the same question. Discussing the incredible growth in popularity of social media marketing, it noted that most companies do not know how to measure the ROI of their SMM. Some 49% of companies surveyed stated that they had no idea if their campaigns were successful. And 60% felt that they were not tracking ROI as well as they would like.

 

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