San Diego Interactive Day hosted a variety of fascinating panels and speakers, including one on social media featuring SignOnSanDiego.com’s VP of Interactive, Mike Hodges, and COO of Bailey Gardiner, Indra Gardiner. Gardiner and Hodges answered several questions related to social media, and spoke on the ubiquitous question, “How do you measure ROI for social media efforts?”
Gardiner pointed to a recent study conducted by Jeremiah Owyang and John Lovett at Altimeter Group which emphasized how all marketing programs (including new and social media) must have a measurement strategy. She spoke on the four business objectives that clients typically ask for and which vendors can aid in monitoring and measuring, which are outlined below:
Image courtesy of www.web-strategist.com
Owyang and Lovett’s “Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified)” is a great measurement framework for companies to work with. What types of objectives are you seeing when clients outline their social media goals?
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