Cambridge Business Association
Social Media ROI
Book

Social Media ROI

Managing and Measuring Social Media Efforts in Your Organization

Olivier Blanchard
QUE Publishing, 2011
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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Brand strategist Olivier Blanchard proffers comprehensive information and helpful advice in his worthy overview of social media. Blanchard explains how to plan, organize, manage, measure and assess social media programs. Although numerous social media manuals already flood the market, getAbstract believes this savvy, informative guide offers some new insights on evaluating your results and recommends it to anyone seeking to leverage the exciting, burgeoning, and occasionally baffling world of social media.

Summary

Social Media’s Corporate Benefits

Creating a social media program requires hard work, but the numerous benefits make the effort worthwhile. Social media channels help you develop strong relationships with old and new customers. These communication tools translate directly to “social business.” They are the modern-day “campfire,” encouraging people to gather online and interact. Social media outlets bring your firm into those interactions, letting you connect with consumers while gathering detailed marketing information about them. These tools are effective and inexpensive and can support numerous corporate functions, including:

  • “Sales” – Social media can directly generate new sales revenue, support sales campaigns and boost marketing programs.
  • “Customer support” – Social media sites let you respond to consumer queries and concerns immediately, in real time, so you can create a “digital concierge service” to take customer service to a new level.
  • “Human resources” – Such online networks as LinkedIn facilitate recruitment.
  • “Public relations” – To find out what people think about your company and to shape their perceptions...

About the Author

Olivier Blanchard manages BrandBuilder Marketing, a company that helps firms plan traditional and social media programs, and the Red Chair Group, which trains executives in the use and leverage of social media.

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    J. A. 7 years ago
    I was expexting more not just general concent of how social media works for companies. FRY as a KPI is not well explained.
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    y. w. 1 decade ago
    misleading title. was hoping to learn/get an idea of a valid ROI model for social media. instead, it's more about what does it mean to have social media program implemented in the enterprise, what's the value of it... Where's the ROI model? what do i measure? how do i measure? i somewhat feel as if the ROI is MIA. :-( love the "CEO buy-in" section.