Some brands have stopped trying to measure social media ROI, asserting that social media does not serve as a sales engine. Indicators that gauge the effectiveness of social media in terms of financial return are being dropped in favor of data that aids in audience-building, brand awareness and customer relations.
A BI Intelligence report explores how evolving social media is affecting ROI messages and indicators. The report found a decline in ROI metrics in the last 3 years, although social media budgets continue to increase. On average, social media budgets are expected to jump from 9 percent to 16 percent from 2014 to 2018.
The move away from ROI does not mean metrics are no longer important. Metrics can continue to help agencies appeal and engage with a particular client base.
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