Comments by Romain Pechard Subscribe

On ROI measurement + Items = YES you can measure Social Media ROI

About loyalty you can measure it easily. You social media efforts have to be directed to a specific objective, which means you should be able to drag people you touch through social media to engage with the brand through a dedicated platform (which may then redirect to the general CRM program, but don't try to connect directly people from conversation to CRM program, that would be foolish). And activity on your dedicated platform can be easily measured. Which means you can calculate ROI of your social media program.

The trick is to not connect directly your social media effort to your CRM program, create a gate to make the user experience user-friendly since you do not do direct marketing (ok yes you're quite doing it, but in a different shape and using different tools). It would be like creating a brand image online advertising and redirecting to a couponing program. You'd lost your prospects and clients, being too straight forward.

And regarding your point on not being able to apply ROI to social media separate from every other activity, the Internet media enable that possibility since you can track people coming and request enough interactions and forms to get data about who they are and why they're here. And taking your example of the billboard, what you can't to offline, you can do online: you can track efficiency of online billboards (banners and other IAB formats) and know what was the best click through rate regarding formats and websites they were on, which is basically a ROI metrics.