Comments on: ROI on Community Building

By: » Measurement, ROI & Social Media Connie Bensen: My Conversations

» Measurement, ROI & Social Media Connie Bensen: My Conversations — Thu, 08 Nov 2007 03:47:57 +0000

[...] project is outlined in the previous post. And at the time of that writing I was finishing the proposal. I’m very fortunate to be [...]

By: Connie

Connie — Thu, 01 Nov 2007 13:13:29 +0000

Tim - thanks the excerpt. I was looking for the full article & found this: http://scribb.typepad.com/marketonomy/2006/12/social_media_me.html

I like the word ‘innovation’ in the excerpt. That’s the key I think. The thing with innovation is that ‘tried & tested’ aren’t exactly a part of that making it all the harder to anticipate results.

Thanks Mack! I appreciate your comment! How’s Facebook going for you?

By: Mack Collier

Mack Collier — Tue, 30 Oct 2007 16:48:51 +0000

“Our goal is to maximize communication with our customers in all ways that we interact with them (website, forums, blog, from within the app’s, tech support, etc). The expectation of ROI is that by making all the points of contact relevant can only increase customer satisfaction.”

This just makes good business sense; increase the number/frequency of meaningful and relevant interactions with the customer, and your ROI will increase as well. Good stuff Connie!

By: tgwilson

tgwilson — Tue, 30 Oct 2007 15:46:06 +0000

Christopher Kenton has a good post titled “Social Media Metrics” at The Marketers’ Consortium blog: http://tinyurl.com/2rtrnt.

A brief excerpt — with the kicker being the last sentence:

“The lack of robust metrics makes a lot of marketers gun shy. If you can’t demonstrate clear ROI, how can you justify the budget? I don’t want to be flippant about this, but I think marketers need to bring a little balance to the justifiable demand for performance accountability. We do need to be accountable, and we do need to show that we’ve thoroughly vetted the investments we’re making. But when you’re in a competitive market that demands innovation, you have to get in the trenches to help innovation along, instead of just throwing up knee-jerk stop signs to every project that doesn’t come with a business case tied up in a neat bow. It makes me think of a prehistoric fish in a receding inland sea saying to an amphibian ’so, what’s the business case for legs?’”