This document discusses the concept of social media return on investment (ROI) and presents various perspectives on calculating and quantifying ROI. It then outlines some assumptions for calculating ROI, including lifting the effectiveness of marketing, impact on search engine optimization, and risk mitigation. Next, it discusses ROI considerations for the market ecosystem, customer/brand ecosystem, and customer mindspace. It provides formulas for calculating awareness value and potential value of risk mitigation. Finally, it presents an example social media strategy with objectives, metrics, targets, and current performance.
19. Value of Risk Mitigation
Potential Cost X Likelihood of Occurrence X Mitigation Benefits =
value of mitigation
20.
21. Purpose
& Vision
Create
Indelible
Memories
Goal
Be center to
more
storytelling in
social media
Objectives
Metrics
Publish
excellent blog
content at
least six times
/ month
# of blog
posts / month
Increase community
by 50%
# of followers
# of interactions
Increase engagement
by 100%
# of comments on blog
# of mentions
Increase amplification
by 50%
# of shares