And if your company is rubbish at customer service because it doesn’t have the right processes in place, then social media alone won’t be able to fix that.
Jay Baer has written an excellent article on this topic already, so I’ll pinch one of his quotes which neatly sums up my thinking: “Here’s the deal.
But while attribution remains a complex task, we can’t silence the doubters through condescension alone.
In reality there are numerous ways of tracking social ROI.
By getting involved in relevant conversations and growing their network it then helps open doors with potential clients.
Essentially, a budget holder is more likely to answer the phone to someone they’ve already spoken to on Twitter or Linked In.This also improved the customer experience, as these people preferred to deal with BT via social instead of phone or email.At the Festival of Marketing in 2014 KLM revealed how its last-click attribution model tracked a total of €25m in sales from social media.They’re all excellent and worth your time: Calculating digital marketing ROI: Seven questions to ask before you start To aid with the boardroom and budgetary battles, I’ve also collated a few different case studies that managed to prove social ROI.Some of them a few years old now, but they’re still relevant.However, the author (an agency-side guest blogger) isn’t a lone voice and the arguments he presented are worth debating. There are loads of studies which show that marketers struggle with measuring ROI from social media.For example: (It’s worth noting that I think these studies all refer to organic social rather than paid social, with the latter being more measurable as it works pretty much like any other direct response ad.) Obviously just because something is hard to achieve that doesn’t mean it’s impossible or not worth the effort, but equally it does mean those who manage budgets are within their rights to question whether social media is worth the money.For example, it’s great for brand awareness, customer retention, and customer service.But you need realistic goals and the patience to achieve them.There are loads more available if you do a quick Google search, but these are the ones that caught my attention.This detailed case study shows how BT managed to save £2m per year by routing around 600,000 contacts per year through social media instead of its call centres.