An Employee's Look at Social Media ROI, Part 2
4. Recent interactions. The goal here is to identify 12-month buyers and lapsed buyers who interact with social media. This metric is valuable because it tells you that the customers are still fond of your brand, they've just not yet purchased. Recent interactions can suggest upcoming purchases. For example, catalog marketing managers can identify customers with recent interactions — especially those who last purchased three or four years ago — and send catalogs or targeted e-mail campaigns to them. Lapsed customers with recent interactions frequently outperform other lapsed customers. Social media can be a way to effectively segment lapsed customers.
In time, social media employees will be able to link dollar values to these and other metrics. They'll also be able to demonstrate the relationship between social media activities and sales and profit. At that time, these employees can be evaluated in a fair manner.
Granted, many of these metrics are difficult to capture. A multichannel brand needs to expand the scope of its customer database in order to capture relevant social media information. That said, the style of information capture outlined here is required to accurately measure ROI of marketing activities.