White Paper Title: Calculating Your Social Media Marketing Return on Investment
A How-To Guide for New Social Media Marketers
iContact President Geoffery Alexander was a guest on SLMA Radio on May 28th. In reviewing iContact’s site in preparation for the radio program, I read this white paper and liked the research approach and results.
The subject is: Social media ROI
Published by: iContact
Cost: NA
Highlights:
This paper is based on interviews with 414 iContact customers. Their challenges and goals broke down to three items:
- Lack of time.
- Uncertainty about how to determine ROI.
- Lack of knowledge about social media.
A discussion follows about the important role social media plays in the customer purchasing process
- Strengthen your brand: There are many formulas to help you understand brand reach, content reach, shares, content engagement, brand engagement, attention and positive sentiment. This alone is worth the read.
- Acquire Contacts: Followers, posts, etc.
- Generate Sales: Four ways to attribute and gauge social media efforts.
- Gain Community Participants: Getting others to market for you. This section had two examples, but it could have been longer.
Conclusion and Appendix
Recommended for: CMO, Marketing People of all stripes, CFOs that wonder why the money is spent on marketing.
Click here for a copy of this e-book.
Disclaimer: This review was conducted independently without the advice or consent of the publisher. iContact is not a sponsor for the SLMA. Geoff Alexander, the president of iContact was interviewed on SLMA Radio on May 28th. Click here to listen.
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