Gartner Research

How to Measure Social Marketing ROI

Published: 04 September 2015

ID: G00277428

Analyst(s): Jennifer Polk , Jay Wilson


Social marketing has passed experimentation and is expected to deliver tangible business results. The most advanced social marketers 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



  • Tie Social Marketing Programs to Business Objectives
  • Translate Social Marketing Metrics to ROI Levers
    • Revenue Generation
    • Cost Reduction
    • Risk Mitigation
  • Calculate Social Marketing ROI
  • What to Do Next

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