Comcast and Customer Service

One of the questions we are going to continue to encounter as we engage clients on social media is ROI. How do we demonstrate that the money we put into it didn't just go down the drain? Customer satisfaction is certainly one appropriate metric to consider, and in this case with Comcast, their Twitter efforts directly contributed to an improved customer satisfaction score.

HOWS THAT FOR ROI?

Return on Ignoring

This isn't the sort of "ROI" I am used to reading about, but this story by David Alston for MarketingProfs is definitely worth checking out. With the help of some marketing executives embedded links to YouTube videos in the story) he gives a pretty compelling case for why companies CANNOT ignore social media. Or better yet, if they do they'll see a return but not the sort of return they were hoping for.

http://www.marketingprofs.com/9/social-media-roi-whats-return-on-ignoring-alston.asp?sp=1