The debate rages on: “I want to measure social media ROI (Return on Investment), but I am not sure whether such a thing even exists in B2B Marketing”?! I curate plenty of articles and participate in plenty of Twitter chats, but have yet to hear a definitive answer to this question. This debate will never end!
There is one answer I saw once and liked, although it’s not really the answer business owners or bean-counters want to hear. That answer was “let’s measure ROE (Return on Engagement)”! I think measuring “engagement” is a fascinating idea and not an element to be underestimated. Engaging with clients should be considered among the most important elements in B2B marketing. ROE, unlike ROI, can be easily measured among the more common platforms of social media – LinkedIn, Facebook, and Twitter.
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