Chapter 11: Social Media Metrics

  1. John Heggestuen, “The Death of Social ROI,” Business Insider, October 22, 2013, www.business insider.com/the-myth-of-social-roi-2013-10 (accessed November 12, 2013).
  2. J. Sterne, Social Media Metrics (Hoboken, NJ: Wiley, 2010), p. 4.
  3. Michael Stelzner, 2016 Social Media Marketing Industry Report, Social Media Examiner, www.social
    mediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf (accessed June 16, 2017).
  4. CMO Survey Report: Highlights and Insights, CMO Survey, August 2015, https://cmosurvey.org/wp-content/uploads/sites/11/2015/09/The_CMO_Survey... (accessed June 22, 2017).
  5. Sterne, Social Media Metrics, p. 4.
  6. Forrester Research, “Measuring the Total Economic Impact of Customer Engagement: A Multi-Company ROI Analysis,” September 2008, Commissioned Study, www.healthyworkplaceproject.com.cn/media/134747/case%20study%20economic%... (accessed July 5, 2017).
  7. J.R. Roy, “Marketing Metrics and ROI: How to Set Up a Measurement System That Can Double Your Profitability,” 2009, www.mktgsensei.com/AMAE/Marketing%20Research/Marketing%20Metrics%20Made%... (accessed July 5, 2017).
  8. Adapted from Jeremiah Owyang, “Framework: The Social Media ROI Pyramid,” Web Strategist, December 13, 2010, www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-
    pyramid (accessed June 22, 2017).
  9. Ibid.
  10. Fraser Likely, David Rockland, and Mark Weiner, “Perspectives on the ROI of Media Relations Publicity Efforts,” Institute for Public Relations, 2006, www.instituteforpr.org/research_single/perspectives_on_the_roi (accessed December 26, 2010).
  11. Arvind Narayanan and Vitaly Shmatikov, “De-Anonymizing Social Networks,” presented at IEEE Security & Privacy ‘09, http://randomwalker.info/social-networks (accessed October 19, 2010).
  12. Karola Karlson, “Learn More vs. Sign Up vs. Download? What’s the Best Call-to-Action?” AdEspresso, February 24, 2017, https://adespresso.com/academy/blog/learn-vs-sign-vs-download-whats-best... (accessed June 22, 2017).
  13. Charlene Li and Josh Bernoff, Groundswell (Boston, MA: Harvard Business Press, 2008), p. 113 (note that Groundswell includes similar tables for calculating the ROI of ratings and reviews and of a forum).
  14. Jason Stampler, “The ROI of Blogging, and Whether Jonathan Schwartz’s Blog Pays for Itself,” Computer Business Review, April 4, 2006, www.cbronline.com/blogs/technology/the_roi_of_blog (accessed December 27, 2010).
  15. Recommended readings include Jeffrey, “Social Media Measurement: A Step-by-Step Approach;” Murdough, “Social Media Measurement.”
  16. Roy, “Marketing Metrics and ROI: How to Set Up a Measurement System That Can Double Your Profitability.”
  17. Kevin Lee, “Know What’s Working on Social Media,” Buffer, March 7, 2017, https://blog.buffer
    app.com/social-media-analytics-tools (accessed June 22, 2017).
  18. Ibid.
  19. “The World’s 50 Most Popular Brands, Annual Rankings 2016,” Infegy, https://top50.infegy.com (accessed June 22, 2017).
  20. Alexis Madrigal, “Dark Social: We Have the Whole History of the Web Wrong,” The Atlantic, October 12, 2012, www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-w... (accessed June 22, 2017).
  21. “The Power of Sharing Data,” RadiumOne, October 28, 2016, https://radiumone.com/wp-content/
    uploads/2016/11/RadiumOne-Sharing-Data-Report.pdf (accessed June 22, 2017).
  22. Madrigal, “Dark Social: We Have the Whole History of the Web Wrong.”
  23. “The Power of Sharing Data,” RadiumOne.
  24. “Tourism Ireland: Social Media Case Study,” Brightspark Consulting, www.brightspark-consulting.com/tourism-social-media (accessed June 22, 2017).
  25. Mark Henry, and Brian Harte, “A New & Simple Way to Measure Social Media ROI: Social Equivalent Advertising Value,” Tourism Ireland, www.scribd.com/tourismireland (accessed June 22, 2017).
  26. “Social Media Insights by Industry,” Social Bakers, www.socialbakers.com/social-media-content/industry-social-content (accessed June 22, 2017).
  27. Michael Brito, “Measuring Social Media Marketing: It’s Easier Than You Think,” Search Engine Journal, June 30, 2007, www.searchenginejournal.com/measuring-social-media-marketing-its-
    easier-than-you-think/5397 (accessed August 7, 2011).