Save, sell & engage
Once we have measured the qualitative and quantitative units, Yann Gourvennec's theory comes into play. The ROI, which Yann calls ROE (Return on engagement), can be measured using three principles. These principles can be applied to qualitative and quantitative units.
Save : The money saved (by offering faster customer service or no longer performing certain marketing activities). A recent example is KLM, which relieves its
Sell : Selling products via social media channels. Dell uses this by giving extreme discounts brother cell phone list when people click on a link on Twitter.
Engage : Measuring the total number of interactions you have (how often posts are read, liked, or shared).
Once the quantitative and qualitative metrics are determined, the ROI of social media does not resemble that of traditional campaigns. The effect of social media comes gradually as a result of hard work. But when the result is there, it is potentially significant. The effects are meaningful, with great value over a long period.
All in all, social media activities for a B2B organization for branding can indeed be measured. It is important to set up KPIs that fit the set objectives. Not measuring is pointless because nothing meaningful can be said about the achieved result. Remember that social media is about engagement! It is about the dialogue and the relationship.
Above you will find the paper on how social media can be made accountable for the branding of a B2B organization.