Companies demand social media ROI

Marketers are increasingly required to justify social campaigns and marketing budgets with ROI data, says Parta Dialogue, a global social media solutions company.

It recently netted two new global customers for its eValue social media ROI suite, having seen it grow progressively over 2012.

This year, over half (62%) of marketers indicated that proving investment value is crucial when lobbying for new media platforms, says a new survey. It’s a major concern and barrier for professionals looking to ramp up their media efforts and stay connected to customers.

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The survey says Facebook (96%), branded apps (70%), Twitter (89%), QR codes (67%) and Linkedin (49%) are currently the top five most-used platforms by companies. But, marketers continue to use web-based platforms like websites (95%), email marketing (91 %) and online advertising (89%) to reach customers, which are all easy to measure in terms of investment worth.

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“[Those] offering the most tangible ROI will be favored by [companies] moving forward,” says Bob Liodice, president and CEO of Association of National Advertiser. “So its imperative to standardize measurement practices for digital, social and mobile markets.”

Currently, 60% of businesses are measuring the effectiveness of their social media efforts. And so far, marketers are most interested in obtaining adequate measurement tools for their mobile marketing initiatives.

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