ROI of Social Media in Nonprofits–What’s it all about?
Entrepreneurship

ROI of Social Media in Nonprofits–What’s it all about?

I just reviewed a post at The Nonprofit Times  that came across my Twitter stream via @AshtonGilliard (looks like her first tweet too!  Welcome to the Twitter-sphere Ashton!.)  With the online version of the NPT column not accepting comments, I felt compelled to make my voice heard here at my blog.  To be fair, my interest is almost academic, though not uninformed.  While not currently in service to the community on any NPO board, I have started nonprofits, led them and helped manage them by having been on several NPO boards, I think I have a leg to stand on here.

What if the ROI was higher by being nice?
Blog

What if the ROI was higher by being nice?

People, people, people…

RightHaven VictimsI just had to take a moment to comment on a recent article I read over at MediaPost about copyright trolls, RightHaven, and their heavy-handed tactics in copyright enforcement. The article written by Wendy Davis cites a lawsuit brought by RightHaven against an autistic blogger for $150,000 for posting an image originally posted by the Denver Post.

What does Social Media ROI Looks Like Globally?–a Bangkok Perspective
ROI

What does Social Media ROI Looks Like Globally?–a Bangkok Perspective

BKK Night ScenesHaving just completed a two-day session with marketing professionals in Bangkok, I wanted to share a perspective of how online social strategy and ROI figure into this part of the world.  What I came away with was the understanding that digital marketers here are in no way behind vs. their western counterparts.

What is most obvious to me is that social elements in marketing should not be considered apart from the traditional, non-social elements. Second is that the return on each part of the marketing mix can actually be measured pretty well – the social is actually the easiest part of it.  Today with the tools, tactics and technology at our disposal, we can definitely get the answer to these questions about what’s working.  The next question that seemed to come up then was “should the investment be made to measure ROI?”  Imagine it cost $20 to find out that a marketing campaign brought in another $5 in incremental revenue?  The investment in measuring the return on the campaign would just not make sense – it’s a question then of can we afford the ROI data itself?

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