The question is on every marketer’s mind: How do you measure the return on social media?
The question is answered, in part, in a report by Forrester research analyst Augie Ray.
“Some marketers try to use proxies to assign financial value to nonfinancial metrics such as likes, followers, retweets, blog comments, and positive reviews,” Ray writes. “But this type of proxy carries risks that include: Failing to measure true business value, getting in the way of achieving objectives, arriving at an incorrect value for social efforts and failing to attribute results to those channels and investments that deliver the results.” continue reading…