Back in the day when there were many less media options, you could
"turn on" your TV campaign and see results the same day. Approaching
social media with the same expectations will lead to disappointment and
failure.This presentation by Olivier Blanchard gives perspective to the whole issue of Social Media
ROI. It address the fact that social media works on an entirely different timescale than traditional media used to.
Be sure to check out slides 33-35 on the "non-financial impact" of
social media. Blanchard emphasizes that you must succeed in this phase
to get to a financial ROI. Equally important is the concept of
"Transactional Precursors" in slides 49 - 51.
Clients who are not familiar with these two concepts and their contribution to ROI invariably opt to pull the plug on their social media programs prematurely — right about the time when they would have started delivering financial results.
Olivier Blanchard Basics Of Social Media Roi
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