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Posted 26 June 2012 10:58am by Richard Beattie with 0 comments

The elusive social ROI. Executives demand it, marketers search for it.

But its actually not so elusive, especially for those marketers whove embraced the latest social technologies.In fact, there is a treasure trove of data available.

Perhaps, however, marketers should not be thinking old-school marketing metrics for todays social web. For social, its more about the ROE (return on engagement) than the ROI.

Theres no denying the importance of social for marketers, as Facebook closes in on 1bn consumers and Twitter tops 200m, not to mention emerging platforms like Google+, Instagram and Pinterest.

And as smartphone proliferation continues to rise, literally hundreds of millions of mobile consumers will make social networks their on-the-go portal. Mobile social will be the future and provide us an even more personal and detailed look at a consumer, virtually 24/7. Thats a lot of data.

By now, every major brand has a social presence. But proving exactly what that social presence is doing for your brand, and how it helps you reach our goals, should be priority number one for marketers.

Executives are asking for analytics to prove social ROI, but social is a completely different medium that requires a different way of looking. Executives might be looking for the old-school ROI but ROE can offer much more including brand awareness and loyalty that lay the foundations for invaluable consumer-to-brand relationships.

An engaged consumer can be much more powerful than a few sales,they can be a walking brand ambassador.

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Proving social media success is all about analytics