Facebook, Twitter, YouTube… How to Optimize Marketing 2.0 ROI Premium
On average, companies still spend between 70 and 90% of their marketing budget on traditional media (ads in print media or on television, promotional campaigns, etc.). The main obstacle to the rise of marketing 2.0 is the difficulty that managers encouter with effectively measuring ROI for campaigns on social networks.
Business Digest no. 214, March 2011.
Based on “Can You Measure the ROI of Your Social Media Marketing?” By Donna L. Hoffman and Marek Fodor (MIT Sloan Management Review, Fall 2010), “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places” by David C. Eldeman, and “Reputation Warfare” by Leslie Gaines-Ross (Harvard Business Review, December 2010).