Measuring Digital Marketing ROI In Social Media
A few days ago, a digital marketing professional was reading an article which claimed to discuss ROI for social media marketing programmes. Despite the article’s claim of ‘showing verifiable ROI’, the article mostly concentrated on engagement. The content of the article was great, however information about return on investment was not found anywhere in the text, except for the introduction.
The main problem with considering ‘user engagement’ when calculating ROI lies in its vagueness. Engagement can mean anything from thought about, viewed, clicked on or loved. Other than the general vagueness of the term ‘engagement’, the article presented a great Internet marketing case for the use of web metrics, while fine tuning one’s digital marketing campaign. However, a KPI that contains ‘engagement’ does not mean the same thing as ROI. To obtain ROI, one of two things needs … Read More