©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Content Marketing Inst., 12/16/10
As B2B marketers invest more time and effort into social media marketing, many are trying to figure out the practices that work best, and whether their investments are yielding results.
In our research to determine the ROI of social media, Alinean (my company) examined the differences in social media marketing efforts and popularity of various platforms between companies in different industries. To understand the popularity differences, we measured Twitter followers, Facebook fans and Linked In connections for the Fortune 500. Although popularity does not directly yield ROI, it is a key initial measure of success, and one that can be used to predict potential bottom-line impact.