Social Commerce

No ROI for Social Media [Infographic]

Here’s a great – but depressing –ColumnFive infographic from social marketing platform Wildfire on social media ROI.  The data is taken from a November 2011 global survey of marketers.

Points of note:

  • Number of marketers using ROI to measure social media ((gain – cost)/cost) = 0
  • Proportion using alternative measure of # social interactions generated (likes, comments etc) = 38%
  • Proportion using alternative measure of revenue generated = 24%
  • Proportion using alternative measure of awareness generated = 15%
  • The top benefits of social media according to marketers are increased brand awareness (88%), brand ‘engagement’ (dialogue)(85%), increased sales (and partnerships) (58%), and reduce costs (41%)
  • Nearly 70% of marketers believe fans are more valuable than non-fans (they bring in new customers, they convert better, they buy more often)

Odd that not one marketer in 700 makes the business case (ROI) for social media…

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

2 Comments Add New Comment

  1. Fantastic article, especially for us visual learners. Thank you. Marketing can be so fun, but very hard to make big corps attractive to follow. American Express does a good job of being engaged on Twitter, but Visa, not so much.

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