socialmedian: The Technology Problems With Social Media ROI

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The Technology Problems With Social Media ROI

Source: Social Media Marketing Strategy, Tactics, and Tools

Nov 02, 2009

Summary

A few weeks ago I wrote about some of the business problems or challenges that exist with social media ROI. Today I want to address some of the technology challenges. Keep in mind that I’m not a very technical person so if you have something you want to add or contribute to the post please let me know. Note, we are mainly talking about enterprise size clients.

Customer tracking

There are many companies that have a solid online presence, in fact many of these companies have hundreds of thousands of online connections, but the trouble is being able to understand how to bring the value of those customers down to a dollar amount. Let’s say you have an individual that is following your company on twitter, he tweets back and forth with your company several times and then 3 months later makes a purchase. Does that company know that the twitter interaction had anything to do with the customers purchase decision? Most likely not. The same is true of any other social media channel. How can companies track consumer behavior on social networks over an extended peri

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