Abstract

In the context of managing social media, metrics showing only financial return on investment (ROI) are losing ground to those that show social media’s primary value as a powerful platform for audience-building and customer relations and conversations. Well-known marketing associations [...]

Abstract

Libraries have been using social media for a long time to meet specific goals, however it is essential to use metrics to know the success or failure reached. The goals that business and libraries pursue in any social media plan are the same: increase confidence in the brand (reputation), [...]

Abstract

On the internet, statistical tools are essential to measure the results of online marketing campaigns. The lack of those tools is annoying because companies cannot make decisions based only on intuition and expectations. A webmaster has to know clearly the objectives and targets, [...]

Abstract

Cultural services, and specifically libraries, must justify to society -and to governments- their social and economic performance. They must prove they are not an expense but rather an investment that yields net benefits with a return on investment (ROI) that in some cases can reach [...]

Abstract

Organizations should include social media marketing as a part of a digital marketing plan. Traditionally the benefits obtained fromsocial media marketing have been associated with not economical ROI, i.e., social ROI (return on influence, return on relationships, return on collaboration, [...]