To Social or Not to Social, and Measuring ROI

To social, or not to social – that’s the question many business owners ask themselves. One side of the aisle says your fifteen-year old nephew can handle a Facebook or Twitter handle, the other has you spending hundreds of dollars a month. The real question, what will provide your business the most value? The harder question – how is that value measured?

In a Harvard Business Review case study, the idea of measuring the return on investment (ROI) of digital analytics is defined simply as, “turning your thinking upside down.” That’s right, not only are the traditional methods of marketing a way of the past, but ways of measuring ROI through analytics and key performance indicators (KPI) are changing.

This new age and the future of digital marketing analytics say good bye to the cold hard numbers – for better or worse. While tracking numbers and being able to allocate marketing-related expenses directly to the bottom line is monumentally important at the end of the day, it is imperative that, that measurement is not the “live or die” factor in measuring your ROI or success when it comes to social media marketing or general digital marketing analytics.

Interest peaked? Let’s see if your fifteen-year old nephew can accomplish that in 200 words or less. Stay tuned for my next post, we’ll go more in-depth on this new age of digital marketing analytics. If numbers are the way of the past – you’ll need to know what the future holds.