ROI. It’s what every CMO, CEO and COO wants out of their social initiative, especially those who are taking that first step into social. But what is ROI of social? Before I answer that question, let’s take a step back and get to the real issue: ROI. It’s this elusive beast that’s been tasked with being a defining factor for any social strategy to be considered a success. But ask your social marketing director for their social campaigns and they are going to be running from the room, scratching their heads.
Social ROI is unique. It’s different than traditional ROI. So let’s get back to the original question: What is social ROI?