Comments on: Instead Of ROI, How About Asking What Not Getting Involved In Social Media Is Costing You?

By: Unique-Frequency.com » Blog Archive » United Breaks Guitars: And What It’s Costing Them

Wed, 08 Jul 2009 16:37:44 +0000

[...] I go back to what was said at Ad:Tech (and covered in the GennY Podcast #6), not every initiative in social media has to be about pure, hard ROI in the form of cashflow. As I’ve said before, it’s not always about ROI, but also about what it’s costing you by not being involved in the online space. [...]

By: Jasmine Lim

Jasmine Lim — Sun, 28 Dec 2008 09:55:53 +0000

Hi Daryl, love this post. Top Management buy-in to social media and the ultimate ROI question will remain one of the biggest challenges for marketers.

I would like to share some more relevant articles that could help marketers get buy-in.

David M Scott poses another good question to new media detractors: “Are you thrilled with the company’s current marketing & PR programs?” (http://www.webinknow.com/2008/10/the-one-questio.html)

Plus his video response to answering the ultimate ROI question (http://www.webinknow.com/2008/11/answering-the-ultimate-question-how-do-i-convince-my-boss-of-the-roi-of-new-marketing.html)

Another interesting article on 8 tips for selling social marketing to CFOs (http://decker.typepad.com/welcome/2008/11/8-tips-for-selling-social-marketing-to-cfos.html), even though I suspect it’s tough backing up with success stories for point no. 1.

By: Managing Your Company’s Online Reputation

Managing Your Company’s Online Reputation — Sun, 14 Dec 2008 14:01:48 +0000

[...] may not even know you lost at least $3000 worth of business because someone talked about her excruciating encounter at her [...]

By: Unique-Frequency.com » Blog Archive » How About Another Serving Of Negative ROI?

Thu, 11 Dec 2008 05:05:13 +0000

[...] week I blogged about what not getting involved in social media may cost you, and I have a personal example on it this [...]

By: Daryl Tay

Daryl Tay — Mon, 08 Dec 2008 04:27:43 +0000

@The Lovable Rogue: Thanks for the comment! For those same companies, arguably even “measurable” ROI like reach doesn’t really translate into proper ROI like influence or impact, which puzzles me why they keep sticking to it anyway. Does it matter if $1 gets 10,000 people on TV when 80% of them are in the washroom, TiVo-ing it or just not there during the ads anyway?

It’s interesting to see, especially with the recession, how companies begin to learn how to deal with this. And I certainly feel those who begin to embrace social media will emerge stronger after the fact.

By: Zack Brandit

Zack Brandit — Sun, 07 Dec 2008 19:25:51 +0000

Business Intelligence (BI) software providers have been quite successful those last years because they succeeded in creating customized scorecards and dashboards for their customers.
On the other hand, there are specialized companies that provide social media monitoring solutions.
Both are focusing on measuring impacts and ROI.

Maybe, a “transitional” solution would be to define key indicators that will help companies measure the impact of participation.
We could identify elements that will add a positive value to the brand and potential increase in sales (based on stats) and on the other hands define criteria that can show negative impact (or simulate the loss due to non-participation).

The technology already exists, all we need is to find the right way to measure it. Companies which are successful with their blog and/or other channels could help identify the indicators.

This might help non-believers understand the value of involvement by using real measurables.

Actually, when speaking about brand perception, my company might help in a very near future.

By: The Lovable Rogue

The Lovable Rogue — Sun, 07 Dec 2008 10:38:37 +0000

Daryl,
An interesting piece. It’s a shame that organisations continue to neglect the online conversation, favouring instead more measureable ROI’s that fail to protect brand perceptions online. Unfortunately, I think that ROI will continue to be one of the factors influencing social media take up within more traditional organisations. In my opinion, it is precisely this kind of engagement that detracts from the organisatio’s social media presence. The product of such an engagement will invariably appear manufactured, and will as a result detract from the user experience.

TLR