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VIDEO: Measuring Community ROI

December 18th, 2008 Posted in Building Community

Two interesting watches on the topic of Community ROI:


This entry was posted on Thursday, December 18th, 2008 at 6:53 am and is filed under Building Community. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
  • Ben's unconference presentation at Jeff Pulver's Social Media Jungle was really interesting. As a live participant, I wish he would have been on the docket in the morning as oppose to the end of the day when most of us were getting a little antsy. His ideas about niche ROI are an important beginning to the social media and monetization discussion and I am sure he will be a big part of the educated discussion as we move forward.

    Jake, thanks for posting these videos. Your blog is always a source of great content! Also, FYI - I found my new job via your postings - Community Manager at Amplify in Annapolis, MD - THANKS :)
  • Jake,

    These are some great conversations around ROI in social media. Thanks for sharing!

    I think that a key take away surrounding all of this is that the problem with using ROI as a case to impliment social media is that we are trying to fit a square peg into a round hole. Putting a dollar figure on the value of a relationship or a conversation is so complex and requires such stretching assumptions that it rarely communitcates reliable information.

    In our engagements with clients we advocate measuring what you can (speak in the BDM's native language) and then supplimenting these measurements with qualitative data that speaks to long term relationships that are being built through these efforts and how they will positively impact the organization down the road.

    I think that this will continue to be a major topic of conversation in 2009 and for years to come as we see the Baby Boomers leave the workforce. They will be replaced by a generation of business decision makers who are willing to accept that the ROI for using social media will not be as concrete as it is for more traditional forms of marketing/ lead generation but can see past this to immeasurable benefits. It will be interesting to watch our industry to see how our methods of measuring the benefits of social media develop over time.

    In the mean time, I'll be working on the ROI of putting on my pants in the morning.

    Jen
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