If you follow me around in the social bread trail then you know I’ve been a fan of people who speak their mind. What’s even more exciting is when they think differently, and are not afraid to prove their position.
Granted I’m a huge fan of Olivier Blanchard but that’s neither here nor there. The fact he agrees with what I’ve been saying since forever makes it even more exciting to read and follow him around like a school girl with a crush!
I recently read his post over at B2C and had to include it here in our Tumblr. There are so many things in Explaining “Social Media ROI” AGAIN. And Again. And… Again. Here is one excerpt.
The unfortunate effect of asking the question incorrectly.
What is the ROI of social media? asks nothing and everything at once. It begs a response in the interrogative: Just how do you mean? In instances where either educational gaps or a lack of discipline prevail, the vagueness of the question leads to an interpretation of the term R.O.I., which has already led many a social media “expert” down a shady path of improvisation.
Social media ROI = [(tweets – followers) ÷ (comments x average monthly posts)] ÷ (Facebook shares x facebook likes) ÷ (mentions x channels used) x engagement