Today, customers move constantly between the online and offline worlds, using a range of devices — such as smartphones and tablets — that didn’t exist a few short years ago. Thousands of applications and dozens of social media platforms collect and transmit an unprecedented amount of structured and unstructured data, and API changes are a fact of life. The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different. This report identifies six primary approaches and includes
case studies for how organizations measure the impact of social media on revenue.
[Report] The Social Media ROI Cookbook, by Susan Etlinger
1. The Social Media ROI
Cookbook:
Six Ingredients Top Brands Use to Measure
the Revenue Impact of Social Media
July 24, 2012
By Susan Etlinger
With Jeremiah Owyang and Andrew Jones
Includes input from 66 ecosystem contributors