ROI in social media: A look at the arguments

  title={ROI in social media: A look at the arguments},
  author={Tia Fisher},
  journal={Journal of Database Marketing \& Customer Strategy Management},
  • Tia Fisher
  • Published 1 September 2009
  • Business
  • Journal of Database Marketing & Customer Strategy Management
Return on Investment (ROI) has become the Holy Grail of social media. Marketers are being squeezed between admonishments to participate in the vast new online communications available to them and demands to justify the cost using conventional advertising metrics. New ‘ROI calculators’ are being created almost as fast as new social networking sites – then just as quickly being dismissed as being unworkable. In this article, Tia Fisher of eModeration takes a long view of the current state of ROI… 
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