Gone are the days when embedding a Facebook or Twitter logo on a bank’s website signified social media innovation. In 2012, financial marketers have learned that gaining social media fans, likes or even comments doesn’t equate to clear-cut success or ROI. A bank’s employees may be engaging with customers on a Facebook page, but while correlated, banks need ways to track money coming in against resources expended on social media initiatives. If you haven’t realized this yet, now is the time to up your game.
In a May column, “The Return on Social,” I laid out ways that marketing, PR, customer service, sales, research, and HR departments should be extracting tangible value from social media. Below are methodologies and metrics for determining the ROI of these specific social media use cases.