You may know the advantages of social media, but do you understand its commercial value?
A presentation followed by a panel discussion on how to produce ROI in social media, to continue the work of the #IPASocialWorks group, in association with The Marketing Society, Market Research Society and supported by Facebook, LinkedIn and Twitter.
• Why is measuring social hard, given it produces so many metrics?
• Why are there so few reviewed cases showing ROI from social campaigns and activities?
• How can evaluation be ‘baked into’ campaigns at the design stage?
• How should you select metrics, evaluation method, and criteria for success?
This session will build on the #IPASOCIALWORKS project to highlight the problems, show examples of successes, and provide practical advice on how to evaluate social campaigns and activities. The session will utilise case studies to show how to apply the advice to real world situations.