For marketing managers measuring return on investment (ROI) for their various marketing efforts is a big part of the their job. With the right web partner providing effective tools and analysis, measuring ROI with web-based marketing efforts is easy compared to traditional channels where audience interaction is much more obscure. The first step toward measuring results is setting goals. According to search marketing expert Carrie Hill, “The most successful online marketing campaigns use an idea and a goal and leverage that idea and goal as much as they can before it’s ...

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 ...