Forget Social Media ROI

ClickZ, 4/18/11

Are you tracking social media ROI? If so, you’re part of a small minority. Currently, there’s a lot of talk about social media ROI and monitoring, which by itself is an indicator that social media marketing is maturing. That doesn’t necessarily translate to action, however, since there’s a lot of confusion around what to track and how to track it.

While social media ROI attracts a lot of discussion and stands for fancy names like return on interaction, the reality is that only one out of three companies tracks social media ROI after three years! Even more surprising, social media ROI is one of the five indicators of social media adoption according to SmartBrief Inc. and Summus Limited’s “2010 State of Social Media for Business.”

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