Keynote / Digitalrat / Pawlik / ROI

Can you calculate a ROI for social media in B2B

How to Prove ROI for a B2B Social Media Strategy is the title of the original.

How do you measure ROI? This question is as old as … yes, how old: thousands of years. Does what I do have an effect?

Currently, we are taking the approach of measuring the entire campaign, not just one campaign component. Because measuring is good, but measuring too small usually leads to results that cannot be interpreted with certainty or lead to a clear basis for decision-making.

Therefore, the example also shows the difficulties. Which criteria are measured? Incredibly many. But what does the number “link clicked” or “recommendation made” or “NPS rated good or bad” mean?

In practice, these are individual indicators, but together they do not result in an ROI.


The article gives interesting examples, impulses and suggestions.

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Also interesting: Inxmail publishes current email key figures – B2C and B2B!


Note: This is a machine translation. It is neither 100% complete nor 100% correct. We can therefore not guarantee the result.