As an industry we’re quite rightly under pressure to report and measure the impact of our activity in order to justify our existence.
How to calculate return on investment (ROI) on social media activity is something which I’m asked a lot - I guess because ROI is a metric that the C-Suite are both familiar with and very interested in.
However, ROI is a woefully poor measure of the success or failure of social media activity.
To be clear, I’m not saying ROI is a bad metric. But it’s misunderstood and often misappropriated.
But I’m leaping ahead of myself.