We recently had the pleasure of developing a web strategy which included an eCommerce site for Green Boomerang, an eco-conscious start-up looking to revolutionize the shipping industry with their sustainable handling and storage systems. Their goal is to be the Amazon.com of the shipping industry. The main objective of the web strategy was to make things as easy as possible for Green Boomerang's target audience of engineers and sustainability leaders. Engineers traditionally have to spend a lot of time researching and buying containers for their products, often from several different ...

In my previous post about social media ROI,  I talked about establishing a baseline as one of the first steps. Remember, after you establish your baseline it's important to track those metrics on a monthly basis. The next step in calculating social media ROI is to create and maintain a time line of all of your marketing activities. By creating a time line you can overlay your sales data and start to determine trends that will help you connect your investment to its impact on the bottom line (connect the "R" in ROI to the "I"). Start today and from this point forward record all ...

After you have defined goals for measuring social media ROI the next step is to establish a baseline, or internal audit, of where your organization stands now. You need to take an inventory of a variety of business variables (both financial and non financial) that you can use to determine social media's impact on the bottom line $$$. It is best to establish the baseline before implementing your social media strategy. However, if you are already engaging in social media it is still important to establish a baseline of where you stand right now so that you can best determine future ...