Gartner Research

How to Measure Social Marketing ROI

Published: 26 November 2013

ID: G00252489

Analyst(s): Martin Kihn, Jennifer Polk , Julie Hopkins


Social marketing's hype is under increasing scrutiny. The most advanced organizations establish a correlation between social marketing activities and business outcomes, and use that knowledge to plan and prioritize marketing efforts.

Table Of Contents
  • Key Challenges



  • Orient around objectives; understand what purpose your social marketing activities are designed to support
  • Connect the metrics you track for your programs to the business objectives you are working to support
  • Convert metrics to ones that align with the three levers of ROI — cost, revenue and risk

Case Study

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