The Elusive ROI


Jarter Jargon

Ever since the explosion of social media marketing, there has been a push to figure out how to track online experiences and how they convert to actual consumer action.

The prob­lem for most marketers is that they have a hard time see­ing what influ­ence the relation­ships they have nur­tured on social net­works have on cus­tomer behav­ior.  Where exactly does it make an impact? The “soft metrics” of social marketing—Likes, com­ments and retweets—don’t directly point to how social impacts pur­chase deci­sions along the customer journey. So instead of strate­giz­ing based on busi­ness data and results, mar­keters are rely­ing on their intuition that social media impacts their business.

We have seen a handful of platforms emerge to help social media metric strategy grow from adolescence into a mature digital marketing channel. Hootsuite and Radian 6 are some of the heavy hitters, but it still seems like true results of social media’s influence…

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