Getting an ROI on your social media output

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If you have a social media marketing program and can’t nail down its ROI, you’re not alone.

Simply Measured, a firm specializing in social analytics, surveyed 350 marketers that mostly focus on social media in North America. The research was completed last April and reported recently by eMarketer Daily News. It concluded that measuring the ROI of social media programs is the biggest challenge for marketers.

Specifically, 61.1 percent of the marketers said it’s their No. 1 problem. It easily topped other marketing management challenges like securing budgets and resources (38.2 percent) and tying social to business goals (33.6 percent). More areas ranked included: tracking results in a centralized dashboard (27.6 percent); understanding performance across social channels (25.2 percent); developing social strategy (25.2 percent); and publishing content (17.6 percent).

In identifying the social networks that produce the best results for marketers, Facebook was named top dog in a separate collaborative study in March by Social Fresh, Firebrand Group and Simply Measured. Specifically, a whopping 95.8 percent cited Facebook for best ROI, while Twitter was at 63.5 percent, Instagram at 40.1 percent, Linkedin 37.7 percent, Pinterest 10.4 percent and snapchat last at only 2.1 percent.

Boating at the RNC

On Wednesday and Thursday, a team from the National Marine Manufacturers and the Lake Erie Marine Trades Association will present “Day on the Water” events each afternoon for attendees at the Republican National Convention in Cleveland.

Boats, industry stakeholders and information displays will be in the downtown North Coast Harbor adjacent to Cleveland’s iconic Rock & Roll Hall of Fame. Members of Congress (particularly Congressional Boating Caucus members) and their staffs will have the opportunity to tour boats, experience ride-alongs on Lake Erie and meet industry and local leaders who will share firsthand knowledge of the recreational boating industry’s economic value.

“Events like this provide an opportunity to unite and educate members of Congress and other elected officials on policies that affect the American boating industry and how their decisions directly impact our businesses,” NMMA vice president of federal and legal affairs Nicole Vasilaros said.

With the massive amount of media camped out in Cleveland, all trying to fill up hours of air time, there’s the possible added bonus of some national coverage of the boating event. In fact, USA Today has already highlighted boating’s efforts.

A similar “Day on the Water” event will be held in Philadelphia at the Democratic National Convention on July 26 at the Independence Seaport Museum, "Workshop on the Water" at Penn's Landing.


Connecticut spring show adds charity benefit

The Connecticut Spring Boat Show will be held Friday May 4 through Sunday, May 6, at Brewer Essex Island Marina in Essex, Conn., and this year will be the first time that admission fees will benefit the charity SailsUP4Cancer

Cobalt’s first 23-foot outboard model unveiled

Cobalt Boats introduced its first 23-foot outboard, the Model 23SC, to offer first-time buyers and occasional boaters seeking higher quality and reliability the same level of construction, performance and attention to detail offered in its larger boats.

AIM announces new hires

Catapult Creative Labs, the internal marketing communications agency of Active Interest Media, has hired Andrea Kupfer as vice president, account executive and Christina Erb LoVullo as creative services director. Kupfer will lead Catapult’s long-term sales growth and profitability and Erb LoVullo will oversee marketing and creative services.