A while back I reached out to friends in the Social Media organizations at Ford, Comcast and Dell. (Yes, you know their names, but never mind that.) I asked each of them to provide me with one overarching statistic or chart that they used INTERNALLY to talk about Social Media ROI.
Keep in mind the cardinal rule here: I only wanted ONE metric, i.e., the one that seemed to count the most. Each of my contacts assured me that there were many other things being measured as well.
At Ford, they talk about Social Media’s impact on Brand Perception:
At Comcast they were keen on the idea of Customer Satisfaction:
And at Dell – which now literally employs Social Media ninjas – they talk about Social Media’s benefits in terms of increasing Customer Loyalty:
Each of these metrics has a profound impact on purchase consideration and ongoing sales opportunities.
What these brands don’t tend to think too hard about? “How many clicks did we get?”
Posted on: October 19, 2011 at 9:01 am By Todd Defren