Social business is a buzzword. It is omnipresent and it is trendy to proclaim “it’s not about social media anymore but about social business.” However, social business is not a hype, on the contrary.
June 9, 2012
March 30, 2012
Marketers Need Return On Marketing Investment Now
Yesterday, I had a long and interesting conversation with the president of STIMA, Belgium’s largest association of marketing professionals. He told me the main issue that surfaces in his daily contacts with marketers is ROMI (Return On Marketing Investment), a.k.a. Marketing ROI. The crisis is hitting hard, and accountability is priority number one today. The [...]
February 25, 2012
Social Media ROI: Check Before You Start
An army of social media thinkers has deemed it useful to redefine ROI, as in social media ROI. In 2010, Brian Solis introduced it in his book Engage! as Return on Influence (and also as Return on Investment, Return on Involvement, Return on Innovation and Relevance of Interaction).
The term Return on Influence (now Realization of Influence as well) is not Brian’s invention. Back in 2009, Amy Jo Martin came up with a popular video including so-called “cold and warm metrics” and mentioning Return On Influence. In 2007, Valeria Maltoni and others already talked about it, elaborating on a post by Paul Dunay. Since a few months, there is even a book called Return On Influence.
Confusing, isn’t it? Time to get serious about social media ROI as in Return on Investment again.
J-P De Clerck is a digital business/marketing strategist. Customer-centric. Crossing channels. Building bridges. Most of the time J-P is working to put his customers in the spotlight. If he isn’t working, he tries to write and hang out on the Web. He also organizes events. The best way to connect with him is 
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