ClickPredictions: Social Media: Where's My ROI?
Posted by February 9th 10
We asked Tom Pick "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Tom Pick is an online marketing executive with Minneapolis-based B2B marketing and PR agency KC Associates, and writes the award-winning Webbiquity.
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"Marketers need tools to measure social media results the same way as other marketing programs."
Tom Pick's Marketing Prediction for 2010
With increased time spent on social media marketing, C-level executives will pressure their teams to demonstrate measurable ROI from these programs. And because of the necessarily labor-intensive nature of social media, companies will seek to automate efforts where possible, such an analytics.
Recognizing this need as well as the convergence of social networking and mobile devices, Google will continue to expand and refine the social media and mobile device/browser tracking capabilities recently added to Google Analytics, putting the same type of pressure on social media monitoring vendors as it has on traditional web analytics providers.
Tom Pick's Marketing Action for 2010
As social media marketing matures from hot buzzword status to just another element of the marketing mix, marketers will need to develop more strategic, comprehensive models of how it fits within their overall marketing plan as well as how to apply uniform metrics so that social media results can be measured in the same way as other marketing programs.
It’s unlikely that any analytics provider—even Google—will emerge with a single, all-encompassing “Swiss Army Knife” style tool for social media measurement, so marketers will need to continue to seek out and integrate results from multiple specialized point-solution tools.
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