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IQ: Brands Drop ROI, but Social Media Stats Still an Asset

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.

By Industry IQ | Updated on October 31, 2013

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.

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