FIR Podcast Interview: Where ROI Fits in Social Media Marketing, Augie Ray of Forrester Research
It seems that every social media organization, consultant, guru, ninja, goddess, diva and poodle has wrestled with the arguments for and against using ROI as a social media metric. Some point out that ROI is a financial term and has no business being applied to marketing efforts; others say the metric is useful as part of a suite of measurement tools; others say "selling more stuff" should be the primary metric.
Enter Forrester Research, the gold standard for breaking down the theory and getting to the meat of any measurement issue with well-honed analysis. This podcast interview with Augie Ray, Senior Analyst at Forrester Research was produced by two of the longest-running and most prolific PR podcasters to date, Shel Holtz and Neville Hobson of the For Immediate Release podcast. In it, Ray addresses myths and beliefs about the ROI of social media and gives a clear, beautiful analysis of the ROI of Social Media Marketing report.
More info on Augie and the Forrester Report:
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Augie Ray speaks with FIR co-host Shel Holtz about “The ROI of Social Media Marketing,” a new research report that goes beyond the financial measures to address a variety of ways to assess the impact of companies’ social media efforts. According to Forrester, “Social media marketing delivers a wide range of benefits to organizations that are beneficial in the short term and long term in ways both quantitative and qualitative. To properly value the impact of their social media marketing investments, interactive marketers must align their objectives, metrics, targets, and strategies across four perspectives — the financial perspective, the digital perspective, the brand perspective, and the risk management perspective.” The report is free to Forrester customers and can be purchased by anyone else for $449.