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CMOs Want Measurable Results From Social Media

December 23, 2009
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Though 2009 may have been a trial run for many companies using social media, CMOs expect social initiatives to have a direct impact on their bottom lines in 2010, according to a study from Bazaarvoice and the CMO Club.

Nearly three out of four CMOs (72%) who did not attach revenue assumptions to social media in 2009 say they will in 2010, according to the survey; in addition, 64% of CMOs say they plan to invest more in social media in the next year.

Below, additional findings from the study.

Business Impact of Social Media

The exact impact of social media tactics on business goals still remains elusive for CMOs:

  • 53% of respondents are unsure about their return on Twitter.
  • 50% are unsure about the direct value of LinkedIn.
  • 50% are not sure how to measure the impact of industry blogs on business metrics.



Customer Insights

Customer ratings and reviews are the best-understood marketing activity from an ROI perspective: Although the financial impact of social media is unclear to many CMOs, most have confidence in using customer insights gleaned from social sites.


Looking for real data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, an original research report from MarketingProfs, gives you the inside scoop on how more than 5,000 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.



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  • by Ed Hart Tue Dec 29, 2009 via web

    Every organisation, commercial or not, is always about ROI. The challenge of embarking on a new strategy, such as embracing social media, is to demonstrate its benefit.

    Benefit is not always financial (although this will excite your CMO most), Other benefits of social media are often undervalued, and in order to convince your decision makers to support you in implementing social media, you have to show some concrete examples. This is often what seperates those who like social media from those who understand it.

    Social media is a tool, and should be entrusted to those who know how to use it, and why. After all, it has as much potential to do harm as good...

  • by David Vogel Fri Aug 6, 2010 via web

    Despite continued questions about the actual revenue impacts of social media, organizations continue to devote resources to it, often by diverting budget from more traditional, measurable marketing channels. (See "Is Social Media Marketing Poaching Direct Marketing Results?" - http://blog.mailprint.com/index.php/549/is-social-media-marketing-poaching-...)

    For many companies, who are approaching social media with a solid strategy, this investment shows foresight, and they're probably achieving some financial contributions as well as some "non-financial" benefits.

    To me, it seems like there are a lot of companies that try social media because the feel pressured that "everyone is doing it." So, they create a hundred different social accounts, use them for a few weeks or months, and then feel misled because they didn't see any business come from it. Like other marketing efforts, solid strategy and execution is key to success.

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