ROI On Social Media Marketing

The globe’s best organizations understand and actively use social media to drive holistic marketing efforts and reach consumers who are participating in social media, according to a new survey by Aberdeen Research and Visible Technologies.


The survey found that the most successful organizations have tools and strategies in place to help drive marketing return on investment (ROI) by listening and learning from customers.


“Regardless of the current economic environment, companies need to directly connect with consumers through new digital channels to increase marketing ROI,” said report author Jeff Zabin, research fellow with href=”http://www.visibletechnologies.com/resources/aberdeen_report_20090305.php”>Aberdeen’s customer management practice.


The report found that 68 percent of the companies gauged Best-in-Class have a process for monitoring social media. However, only a third of “average” companies and fewer than one in five of “laggard” organizations have a monitoring process in place.


The survey also looked at the potential of social media monitoring tools and platforms. Fewer than half of Best-in -Class respondents indicated they use tools and platforms to strengthen their social media monitoring process, and only 40 percent had defined metrics for measuring social monitoring effectiveness.