Social Media Metics and ROI

Since the emergence of social media marketing as a way of maintaining a continual dialogue and brand recognition with customers, brand marketers have struggled to understand the true impact of their online efforts.

Syncapse recently published a whitepaper on  understanding Facebook fan value and key return on investment indicators.  I recommend that any brand marketer interested in better understanding the online landscape and the value of engaging customers through social media platforms read it and consider how to provide relevant content to potential customers (and convert them to brand ambassadors) online.

Similar to a Twitter follower, a Facebook fan will be more valuable if they have a true interest in your brand and product offerings.  The number of facebook fans a brand collects is less important than who those fans are.  In other words, quality trumps quantity.  Knowing who is following your brand will go a long way in understanding their value and the return on your online activities.

What does your company do to assess the quality of your social media following?

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