[This transcript was made using Speech to Text, there might be a few glitches here and there]
ROI isn’t a good measure for innovations when they emerge; on the contrary, when such innovations mature, measuring success becomes a must-have. There is more than one way of measuring ROI. One might try to determine, for instance, how much one earns, by using social media, but only a minority of enterprises is using social media to sell things, and there are still doubts as to whether social media is the right place to sell. Others might try and assess how much they save thanks to social media, or how much they can achieve beyond the usual boundaries of Marketing, or lastly, a combination of all of the above. Tools exist for us to measure social media; there are even a lot (too many?) of them. Yet, some of their metrics are either hard to understand for managers or they tend to be unreliable, or they might even measure activity vs. efficiency. Despite all these obstacles, 5 years after the first attempts at using social media for businesses, it is no longer possible to evade measuring social media activity and efficiency. In this session, I will show how, and what for and I will also highlight a few recommendations and warnings for those who are eager to be able to build their own social media dashboards.
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