Social Media ROI
Customer Engagement, Brand Interactivity, and Revenue
Between July and August 2010, Aberdeen surveyed 65 retailers regarding their use of social media marketing to interact with customers. Results indicate that 85% of these organizations have an initiative in place to help manage brand reputation and encourage revenue-building consumer interactivity. Despite its pervasiveness, however, significant challenges remain to achieve a full return on investment (ROI) from social media adoption. Fifty six percent (56%) of retailers have indicated that they are unable to quantify the effect of social media. The purpose of this Analyst Insight is to assess the different motivational factors and corresponding actions inherent in a social media marketing initiative, and the strategies retailers are taking to yield ROI benefits from these initiatives.
Featured Insight of the Day
As outlined below, Aberdeen research has identified six key capabilities which have emerged as top strategies that retailers are embracing to enhance their social media initiatives. See figure 4: Top Social Media Capabilities.
How Demand Metric Can Help
If you need to step up your game when it comes to Social Media Marketing, check out the following templates:
Social Media Business Case Template
Social Media Channel Prioritization Tool
Social Media Metrics Dashboard
Social Media Specialist Job Description
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