Getting a good bead on social media ROI has always been a challenge. It can seem like you are in the Bermuda Triangle, where ROI estimates go and are never heard from again. This is often because the most valuable aspects of a social media campaign are emerging phenomena that occur only after the campaign is underway.
If you can turn these disruptions to your advantage, you will be on your way toward getting good social ROI. Here are a few best practices for doing exactly that.
Each month, hundreds of millions of individuals around the world log on to Facebook and this year, the world's largest social network will likely register its billionth user account.
That, for obvious reasons, has made Facebook an attractive platform for businesses and marketers looking to reach consumers.
The Super Bowl is an exciting time for the brands that shelled out big bucks to reach millions of consumers on one of the biggest days in the world of sport.
That was certainly true for Toyota. The carmaker had high hopes for its Camry Effect campaign, which it described as one of the "most ambitious social media campaigns we've ever implemented." But did it get a little too excited?
The wait is over. Last night Facebook filed its much-anticipated S-1 paving the way for an IPO which could happen in as little as a few weeks.
The company, which was founded in a Harvard dorm room in 2004, is looking to raise $5bn - though there is still the possibility that it could raise as much as $10bn if it sees strong demand.
After years of waiting, one of the most widely-discussed IPOs ever -- that of social networking giant Facebook -- is all but certain to happen this year as the company is forced to make public disclosures in the coming months.
The exact timing of Facebook's IPO has been the source of much speculation, but according to the Wall Street Journal, the wait may be over next week.
The 2011 holiday shopping season was a banner year for online retail, which broke numerous records. Savvy retailers can pat themselves on the back; the best have become incredibly adept at enticing consumers and delivering a great customer experience.
But they'll probably also want to thank their spend on search according to a new report by IgnitionOne, which found that significant increases in this area for Q4 boosted impressions, clicks and transactions.
Facebook's revenue growth over the past several years is almost as
impressive as its user growth. And with money pouring in, thanks in
large part to advertisers eager to reach consumers on the world's
largest social network, its profits are growing. How much?
According to Michael Arrington, Facebook generated nearly $800m in
operating income in the first six months of this year.
Arrington's sources said the company produced $1bn in operating income
in all of last year.
With more than 750m users, Facebook is one of the most populous online
hubs through which consumers can be reached.
That, not surprisingly, has
made it a platform of significance to brands which thrive only when
they reach consumers.
On the surface, many brands are succeeding, piling up 'likes' for their
Facebook Pages by the tens of thousands, hundreds of thousands, and in
some instances, millions.
But according to London-based monitoring and
analytics company Market Sentinel, brands aren't doing as well on
Facebook as it might appear.
With more than 750m users, Facebook is the world's largest social network. So it's no surprise that marketers have flocked to the Facebook in an effort to reach consumers online.
But Facebook's COO, Sheryl Sandberg, knows that multinational brands and Madison Avenue ad agencies aren't necessarily the most lucrative group of 'marketers' her company can court.
For many merchants owners, daily deals services are very attractive. Their promise: lots of customers coming through the doors in a short period of time. And no up-front fees to boot.
The appeal of the daily deal has driven the growth of some of the fastest growing companies ever.