How Much For A Facebook Friend?|vía @cmo_com


While marketers agree on the importance of putting a price tag on social media interactions, they also say the area is wide open to interpretation–and very misunderstood. Heads of marketing from Sears, Kimberly-Clark, Comcast and other brands discuss how they measure social ROI. |

ARTICLE HIGHLIGHTS:

  • Most marketers repeatedly refer to pinning down the real value of Facebook likes, Twitter favorites, and Pinterest pins as the “Holy Grail.”
  • “You don’t understand the true value of a like unless you understand the value of paid media around it.”
  • A click-versus-revenue figure would be a simple answer to the ROI question, but is not necessarily the right answer for top management.

Backtracking Vs. Forecasting
Many marketers analyze effectiveness by looking at before-and-after results of a campaign and then use that to model future efforts. For example, Leer más “How Much For A Facebook Friend?|vía @cmo_com”

Anuncios