Senior Forrester analyst Augie Ray speaks with FIR co-host Shel Holtz about The ROI of Social Media Marketing, a new report from Forrester Research that goes beyond the financial measures to address a variety of ways to assess the impact of companies’ social media efforts.
According to Forrester, "Social media marketing delivers a wide range of benefits to organizations that are beneficial in the short term and long term in ways both quantitative and qualitative. To properly value the impact of their social media marketing investments, interactive marketers must align their objectives, metrics, targets, and strategies across four perspectives – the financial perspective, the digital perspective, the brand perspective, and the risk management perspective."
The report is free to Forrester customers and can be purchased by anyone else for $449.
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About our Conversation Partner
Augie Ray is a Senior Analyst of Social Computer at Forrester Research. Since joining Forrester, he has researched and reported on social topics including mass influence and the ROI of Social Media.
He is a leading expert on social media strategy, organization, and consumer behaviour and has been quoted in publications such as the Los Angeles Times, Wall Street Journal and BusinessWeek. Just last week he was named one of the ten most influential analysts on Twitter.
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(Cross-posted from For Immediate Release, Shelâ€™s and my podcast blog.)