Meta-ROI and social media engagement for brands
10 responses to “Meta-ROI and social media engagement for brands”
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Indeed, wouldn’t it be great if engaging in social media alone could propel your business to new heights? I think this is more about how well a company engages with it’s customers across any channel and the whole customer journey rather than just on social media.
Companies who really get being customer focused, who have mapped out their customer journey and its touchpoints, who get the benefit of being open and honest with their audience are most likely to also be engaged in social media. Just doing social media alone though won’t create the success the report hints at.
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This is potentially a huge step forward in defining the value, and measuring the success, of social media.
Value through organisational engagement is something we have all been preaching for sometime, but to have the stats that back it up, and to be able to confirm an immersive approach rather than focus on return on sales offers another, arguably more important, definition of success online that we’ve all been looking for.
I agree further proof and hard data will be required to evidence the correlation and connections here, but hats off to Charlene Li and the Altimeter Group on ENGAGEMENTdb, and thanks for your insight and bringing it to my attention Antony.
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@Steve – yep, I agree. It’s engagement as a state of mind, or as an acid test or as a catalyst for change…
Engagement can be taken as a clue, a signal of quality in an organisation’s whole approach and thinking…
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[…] to miss the ENGAGEMENTDB announcement from Charlene Li at Altimeter the first time around, but Antony Mayfield’s post today on the subject has re-ignited the issue, and I’m taking the opportunity to get […]
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[…] Meta-ROI and social media engagement for brands | Open (minds, finds, conversations)… there is a link between how deeply an organisation engages with its customers in social media and its performance (tags: roi socialmedia socialsquare strategy) […]
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[…] Martin: Meta-ROI and social media engagement for brands | Open (minds, finds, conversations)… – there is a link between how deeply an organisation engages with its customers in social media and its performance […]
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Agreed – we need some more information on the link between engagement with social media and hard metrics such as sales, profit etc. And any ROI has to be at the meta, not the micro level. Diet is a good analogy I think http://richardstacy.com/2009/03/09/social-media-measurement-think-carrots/
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[…] who engage more in social media perform better in the marketplace. I was drawn to this by a timely piece from Anthony Mayfield of […]
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[…] Meta-ROI and social media engagement for brands – I want to believe, by Anthony Mayfield A review and thoughts on Charlene Li’s post for the Altimeter Group regarding the group’s study of how engaged major brands were with social media and the link between how deeply an organisation engages with its customers in social media and its performance. […]
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[…] Antony Mayfield (Chair) – SVP Social Media, iCrossing […]
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