The Social Media MBA Guide to ROI

The first book to explain how you can measure social media ROI across multiple departments, for internal/external social media based activities, as well as for new business models (product/services). This book provides help in establishing a thorough social media plan, examining your goals, audience and channel strategy, before examining tools and techniques to measure social media metrics and key performance indicators. This book debunks the myth that ROI, web metrics and social media measuring is a ‘black art’, and makes it easy to understand and use, enabling the reader to create bespoke ROI metrics and improve the return on activity. Practical, straightforward and informed by the key principles which the author has explored in his Social Media MBA, this transformative look at ROI will inspire a move away from ‘Likes’, ‘Followers’ and ‘mentions’ and towards pounds, euros and dollars.

Acknowledgements ix Preface xi Hall of Fame xv Introduction 1 1 Strategy 5 2 Measure ROI by Platform 31 Facebook 32 Twitter 39 YouTube 43 LinkedIn 47 Google+ 52 Pinterest 55 Blogs 58 3 Tools 63 Choosing a Supplier 63 Popular Measuring Platforms 68 4 Case Studies 89 O2 – Customer Service 90 Sabre Hospitality Solutions – Business Development 97 Makino – Sales 101 giffgaff – Customer Retention 109 BRAVEday Insurance – Communication 117 Beats by Dr. Dre – Viral Campaign 123 5 Safeguarding ROI 129 Index 135