Volume : I, Issue : VII, April - 2012

A Preliminary Study On Issues And Challenges Faced In Measurement Of Social Media Return On Investment

Khushbu Pandya

Abstract :

Social Media is not free, as generally misunderstood. It involves resources –People, Technology and Time. Hence, questions arise – why companies are investing limited resources in it? Are there any returns? How do returns from investment evaluated? Are there any success metrics? What are those metrics? This study provides a base to the ongoing debate over measuring social media investment. One side where ands are inspired to join social media without any plan, other side there is lack of ROI measurement standards, due to which companies avoid engaging into social media until above mentioned questions are addressed. This study addresses issues, which are generally neglected as they are intangible in nature and require different metrics to evaluate. The study explains importance of measuring social media ROI because firms have started incorporating social media programmes & campaigns which, at the end, should be monetized profitably.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Khushbu Pandya A Preliminary Study On Issues And Challenges Faced In Measurement Of Social Media Return On Investment Indian Journal of Applied Research, Vol.I, Issue.VII April 2012

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