David Carr has posted an interesting overview of the non-financial impact of social media for marketers, with some groovy images, including a social media onion.
In a nutshell, David argues that non-financial impact of social media investment can be measured in three ways:
- Exposure (much like advertising)
- Engagement (much like good advertising)
- Collaboration (quite unlike advertising – except online create-an-ad contest) (the center of the onion)
David proposes a number of non-financial measurable indicators of exposure, engagement and collaboration, and does a good job of organizing thinking on social media metrics into a coherent whole. And we get a social media onion thrown in for free (click to enlarge)…
David suggests that the onion can be used alongside “true ROI” measurement (the financial impact – costs saved/sales generated) (see Olivier Banchard’s excellent presentation on social media ROI below).
For marketers the Carr onion speaks their language, and the onion contains intermediating variables between social media production and social media return. But until we can put a value on social media exposure, engagement or collaboration, I think ROI is the way to go… Onion or Money – I go with the money…
Now in 2024 still we can marketing on facebook and marketplace to sell our products and services.
The integration with traditional ROI measurement further enhances its practical application.
To calculate your total return on investment from social media, just divide this amount by any advertising or staff expenses related to your social media marketing.
Similar to traditional advertising, exposure refers to the reach and visibility that social media provides. It encompasses the number of people who see the content, including impressions, shares, and general visibility across platforms.
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I think ROI is the way to go… Onion or Money – I go with the money…
This blog series is interesting. Articles are coherent with individual highlights. The systematic sharing is great. Looking forward to more great works.
So much valuable content! Presenting views from various angles with clear logic. The blogger clearly has in-depth knowledge of the field.
Great writing skills! The descriptions are delicate and vivid, easily creating a sense of immersion for readers.
So much valuable content! Presenting views from various angles with clear logic. The blogger clearly has in-depth knowledge of the field.
This is amazing! The style is so creative and fun—it makes designing characters feel effortless and incredibly enjoyable.
I love the idea of the social media onion. It really makes me think about exposure, engagement, and collaboration in a different way
Great informative article, incredibly insightful. I speculate the additional pros with the business usually do not observe that. You ought to last your own writing.
The idea of the social media onion got me thinking. David Carr breaks down exposure, engagement, and collaboration in a way that’s fresh for marketers
This was an interesting take on social media ROI — I appreciate how you broke down the difference between genuine engagement and just chasing numbers. It really highlights that focusing on meaningful interactions often leads to better long-term results than just looking at surface metrics, and that ROI should be measured in value, not just immediate returns.
David Carr’s “social media onion” provides a really insightful framework for conceptualizing the non-financial impact of social media, moving beyond just simple exposure to encompass collaboration. It’s excellent how this article highlights the nuanced intermediate variables, even while emphasizing the ongoing importance of tangible ROI.