The Social Media MBA Guide to ROI. How to Measure and Improve Your Return on Investment

  • ID: 2708402
  • Book
  • 156 Pages
  • John Wiley and Sons Ltd
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The bestselling The Social Media MBA series published in three languages is on track to have been sold in over 10,000 copies with this third publication.

Irrespective of what industry or department you are working in, your leaders will increasingly expect that you know how to measure the return on investment from social media just as they expect you to measure the return on any other business activity you engage in. This becomes even more critical if you plan to ask for additional resources for social, time and money, going forward.

The Social Media MBA Guide to ROI is for those who want to start measuring the tangible and intangible returns on investment on their social media activities and are looking for some straightforward advice on how to get on with it; from making the business case for social to defining suitable goals and more, including:

- How to set up free tools such as Google Analytics and premium tools like Radian6 to help you track ROI
- How to take advantage of build–in ROI features on some of the most popular channels such Facebook and YouTube
- Case studies from some of the most social media savvy brands sharing their approach to ROI, including Cisco, Heineken, Beats by Dr Dre and more!

Social media is not just about making money but just as much an opportunity to save money which this books explores, as well as taking a also look at how you can improve your ROI figures to help you impress your leadership team even more.

Connect with the author, case study interviewees and other readers by joining the The Social Media MBA Alumi group, visit [external URL] or search or the group on LinkedIn to stay updated on the latest, ask questions or join the discussions.
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Acknowledgements ix

Preface xi

Hall of Fame xv

Introduction 1

1 Strategy 5

2 Measure ROI by Platform 31

Facebook 32

Twitter 39

YouTube 43

LinkedIn 47

Google+ 52

Pinterest 55

Blogs 58

3 Tools 63

Choosing a Supplier 63

Popular Measuring Platforms 68

4 Case Studies 89

O2 Customer Service 90

Sabre Hospitality Solutions Business Development 97

Makino Sales 101

giffgaff Customer Retention 109

BRAVEday Insurance Communication 117

Beats by Dr. Dre Viral Campaign 123

5 Safeguarding ROI 129

Index 135

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Christer Holloman
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