Measuring B2B Social Media Effectiveness
The folks at B2B Voices hosted a group of marketing and communications professionals to discusss the topic “Social Media and ROI: Dare We Talk About It.” One of the most important outcomes of the meeting was the fact that metrics used to determine social media ROI should be money-focused such as increased sales, lower cost per acquisition, etc. However, what often are reported as ROI metrics–number of followers, likes, subscribers, etc.–don’t really cut it when talking to marketing execs… especially when it comes to asking for more money for your social media program.
The following slide show by Weber Shandwick’s Aaron Pearson (@apearson) and Andy Keith (@andykeith) shares helpful information on where most B2B marketers are when it comes to measuring B2B social media effectiveness. Interestingly, most B2B marketers are still struggling with where to begin. The 20-slide show offers a practical good start.
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