Intangible Assets: Measuring Social ROI

Once ubiquitous in signage across America, Coke has applied its winning strategy to the social media landscape-and other brands are eager to replicate that success, hopefully while bolstering social media ROI. According to a study by the IAB, Coke is ranked as the top social media brand, with 20 percent of agencies and brands surveyed citing the company as "doing social media particularly well."

Reading Time: 9 minutes As the organizations are gradually realizing the importance of social media, they are also increasing the budgets allocated for the same. But increasing budget also means that the marketers cannot do it casually. They must deliver visible and quantifiable results. This is exactly where the question of return of investment comes.

Show your ROI in digital marketing campaigns to get a voice during budget and business strategy talks. Try our Excel Reporting Template to track, calculate, & chart your digital campaign performance.

Marketers are investing more in social media yet many are struggling to effectively measure the business value of their activity. The volume and real-time nature of social media metrics, as well as the multitude of analytics tools available, is overwhelming and can make social media simultaneously the most measurable channel and the one that is most difficult to measure.

John Wanamaker once famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." This saying still largely applies today as many of us in the world of marketing and communications have yet to fully embrace marketing analytics as a way to measure and quantify the success, or alternatively, the shortcomings of our marketing efforts.

What do ambitious and successful people always talk about? Their goals. In creating the State of Pipeline Marketing report we wanted to understand the goals and priorities of B2B marketers who enjoy the highest return on ad spend. We asked marketers to indicate their marketing ROI, and then pivoted our data around goals, attribution models, sales marketing alignment, and pipeline marketing expertise.

55% of B2B marketers are unsure of the effectiveness of their content marketing. Damn... 55%! In 2015, in the age of digital and big data, we have a majority of marketers pretty much not knowing what they're doing - or at least unable to prove it to themselves and their companies.

Working out where to best spend your next pound of budget is a question that marketers have been trying to answer for years. Companies want to get the biggest bang for their buck and one way of doing this is to look at the more advanced metric of marginal ROI.

Do you want to understand your social media return-on-investment (ROI)? Are you tracking the customer journey in Google Analytics? In this article you'll discover how to collect and analyze the data you need to properly calculate how social media marketing impacts your business.

Social Media ROI: A 3-step plan to measure your social media marketing campaign ROI with the metrics that matter.