Return on Investment for social media is something all our organizations continue to struggle with. The metrics are confusing - there often aren't a lot of up front costs, doing it well requires a significant time investment (and most of our organizations don't properly allocate staff costs), and it's hard to know how to place a precise dollar figure value on a member's increased sense of connection to an association. Intuitively, we know that it will make her more likely to renew, but how much more? For how much longer? How much will that save us?
The Altimeter Group has heard your cries, and produced The Social Media ROI Cookbook as a result.
Short on time? The key slides are 8 and 10-12.
Stop making excuses and start measuring, using at least one of these methods, TODAY.