socialmedian: How Dell Measures Social Media

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How Dell Measures Social Media

Source: Delicious/Adgenius

Dec 14, 2008

Summary

Last week Lewis had a great and very thoughtful post about ROI and social media. He noted:
“The problem: ROI as it applies in the business world and as understood by C-level executives means but one thing--how much money was returned on our investment. Simply put ROI = gains – investment costs ÷ investment costs. Just because that definition and formula might not meet our needs does not mean we can redefine it in our own way to justify the use of Social Media (SM) and Social Networking (SN) or any set of communications and marketing tools. If we use ROI in any other way than dollars returned, C-level executives will quickly come to lose respect for us and our efforts and see SM and SN as fluff.”

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