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Social Media ROI

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A common issue in social media marketing is whether the social media activities earned a financial return. Choose a specific social media brand activity and estimate its ROI using one of the approaches described in the unit reading. Provide the estimate. Based on your estimate, should the brand continue to use this type of social media activity?

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The solution analyzes the ROI from social media exposure of Heinz during Super Bowl event.

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Guidance on Social Media ROI
Return on impression model emphasizes on the media impressions generated by a social media activity which means that it is an opportunity to view for the target audience and therefore, when a space is being bought by a social media advertiser, there is a purchase of an opportunity for the target market to be exposed to this advertisement (Tuten & Solomon, 2012). The return on this investment can be measured as gross revenue estimated minus cost of social media divided by cost of the ...

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Himanshu Mahobia, MBA
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  • BCom, M.D.S University, Ajmer
  • MBA, M.D.S University, Ajmer
  • PhD, Suresh Gyan Vihar University, Jaipur
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