Home > Store

Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization

Register your product to gain access to bonus material or receive a coupon.

Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization

eBook (Watermarked)

  • Your Price: $15.99
  • List Price: $19.99
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.


  • Copyright 2011
  • Dimensions: 6" x 9"
  • Pages: 320
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-267805-5
  • ISBN-13: 978-0-13-267805-6

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”

--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do it right is significant, and not knowing precisely how social media helps your business and how to gauge that progress is a dereliction of duty. In Social Media ROI, Blanchard provides the missing playbook for sensible, sustainable, profitable social communication. It’s about time.”

--Jay Baer, coauthor of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social

Social Media ROI gets down to the heart of the matter: How will social communications positively impact my organizational goals? Olivier takes us through a journey starting from the start, creating a strategy to achieve objectives, and in turn, the means to measure return on investment. If you want to get serious about online communications, you can’t go wrong with Social Media ROI.”

--Geoff Livingston, author of Welcome to the Fifth Estate and Now Is Gone

“Olivier explains the intricacies of building a social media-influenced company for every layman to understand. It is important to understand reach, attention, and influence for social media ROI. This is the book to help with that understanding.”

--Kyle Lacy, principal at MindFrame (yourmindframe.com) and author of Branding Yourself

“Ladies and gentlemen, the social media code has officially been cracked. In Social Media ROI, Blanchard reveals how companies can apply the massive power of social media to achieve equally massive results. Incredibly practical, yet supremely enjoyable, this book offers a clear roadmap to growing your revenue in the dizzying world of tweets and retweets, likes and shares, connections and comments.”

--Sally Hogshead, author of Fascinate: Your 7 Triggers to Persuasion and Captivation

“If you know Olivier, you know he goes beyond the bullshit. He ‘gets it.’ This book will put you in the mindset to successfully plan and achieve real business objectives with social media. It’s a hard fact that good business decisions depend on real results. Olivier avoids the fluff with clear-cut ideas that will help you produce results.”

--Brandon Prebynski, social media strategist


Use Social and Viral Technologies to Supercharge Your Customer Service!


Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media.

You’ll learn how to:

  • Align social communications with broader business goals and functions
  • Plan for effective performance measurement
  • Establish clarity of vision, purpose, and execution
  • Implement guidelines and operations for effectively managing social media
  • Get started by “listening before talking”
  • Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives
  • Use social media to deliver real-time, optimized customer support
  • Leverage mobility and the “on-the-fly” social media culture
  • Measure FRY (Frequency, Reach, and Yield)

Includes a foreword by Brian Solis.

Sample Content

Table of Contents

Foreword by Brian Solis


Chapter 1: Creating the Social Company     3

Evolution, Human Nature, and the Inevitable Socialization of Business     4

Moving Beyond Channels: Social Media vs. Social Communications     7

Why Social Media Matters to Business     7

Influence and Media: Lateral vs.Vertical Forces     9

Chapter 2: Aligning Social Media to Business Goals     13

Social Media’s Value to the Organization     14

Differentiating Between Strategy and Tactics     15

Differentiating Between Goals and Targets     15

Tying a Social Media Program to Business Objectives     16

How to Create a Roadmap by Turning Goals into Targets     17

The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Program     18

Sales     18

Customer Support     20

Human Resources     22

Public Relations     23

Business Intelligence     24

Social Media for Nonprofits     24

Outcomes     24

Member Support     25

Human Resources     25

Public Relations     26

Member Loyalty     26

Chapter 3: Planning for Performance Measurement     29

Tools, Methodologies, and Purpose     30

Selecting Adequate Social Media Measurement Software for Your Program     30

Key Performance Indicator (KPI)      32

Social Media and Sales Measurement: F.R.Y.      35

Chapter 4: Establishing Clarity of Vision, Purpose, and Execution     41

Getting Top-Down and Bottom-Up Buy-In Throughout the Organization     42

Change Management, Social Media Style     48

Myth Number 1: Social Media Is a Waste of Time     49

Myth Number 2: Social Media Is Complicated     49

Myth Number 3: Anyone Can Do That Job     50

Myth Number 4: Social Media Is the Shiny New Thing. Two Years from Now, That Bubble Will Burst     50

Myth Number 5: I Am Going to Have to Change the Way I Work     51

Laying the Groundwork for Integrationand Management     52


Chapter 5: Understanding How Social Media Plugs into the Organization     57

Creating Structure: Your First Social Media Process Mapping Draft     58

Understanding the Four Phases of Social Media Adoption     59

Phase One: Test Adoption     59

Phase Two: Focused Adoption     60

Phase Three: Operational Adoption     .60

Phase Four: Operational Integration     61

Genesis vs. Pirate Ships: Social Media Integration Models     62

From Skunkworks to Full Deployment of a Social Media Structure     64

Centralized vs. Decentralized Social Media Management Models     .67

Chapter 6: The People Principle     71

Hiring, Training, and Certifying for Social Media Activity     72

Hiring a Social Media Director (Strategic Role)      72

Hiring for Tactical Social Media Roles     76

HR and Social Media: The Need for Social Media Policies, Guidelines, and Training     78

The Value of Internal Certifications     81

Chapter 7: Establishing Social Media Guidelines for the Organization     83

Guidelines, Policies, and Purpose     84

1. The Employee Social Media Bill of Rights     85

2. Internal Social Media Usage Guidelines     86

3. External Social Media Usage Guidelines     87

4. Employment Disclosure Guidelines     89

5. Anti-Defamation Guidelines     90

6. Social Media Confidentiality and Nondisclosure (NDA) Guidelines     91

7. Official vs. Personal Communications Guidelines     91

8. The Employee Digital Citizenship Contract     92

9. Training Resources     93

10. Social Media Guidelines for Agency Partners, Contractors, and External Representatives     94

Chapter 8: Laying the Operational Groundwork for Effective Social Media Management     95

Establishing a Social Media Program’s Organizational Structure: Leadership and Reporting     96

Establishing a Social Media Program’s Organizational Structure: Cross-Functional Collaboration      100

Basic Technical Requirements     103

Chapter 9: The New Rules of Brand Communications in the Age of Social Media     113

Social Media’s General Impact on Brand Communications     114

Transparency, Opacity, Confidentiality, and Disclosure     119

Confidentiality and Data Protection in the Age of Social Media     122


Chapter 10: Listening Before Talking     127

Business Intelligence and Search     128

The Power of Real-Time Situational Awareness     130

New Avenues of Market Research: From “I Don’t Know” to “Let’s Find Out”      133

Chapter 11: Social Media and Digital Brand Management     135

Introduction to the New Paradigm in Digital Brand Management     136

Community Management     137

Marketing     140

Advertising     143

Product Management     144

Digital     145

Corporate Communications and PR     146

Online Reputation Management     151

Crisis Management     152

Putting It All Together     156

Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All     157

The Superhero Principle     160

The Basic Social Media Customer Service Model     162

The New Digital Concierge Service and Customer Service 3.0     166

Digital Conflict Resolution     168

From Risk to Opportunity: Turning Anger on Its Head and Other Considerations     171

Chapter 13: Social Media Program Management--Putting It All Together     173

Social Media Management: In-House, Outsourced, or Somewhere in Between?      174

Monitoring and Measurement     176

Campaign Management     176

Eleven Key Best Practices for Social Media Program Management     179

Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Program     183

Final Thoughts on Social Media Program Management     188


Chapter 14: Creating a Measurement Practice for Social Media Programs     193

Before the How, the Why: Keeping an Eye on Objectives and Targets     194

A Word of Caution Regarding Measurement in the Social Media Space     195

The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reporting     195

Monitoring     196

Measurement     196

Analysis     196

Reporting     197

Best Practices for Performance Measurement     197

Maintain a List of Everything You Can Measure     198

Maintain a List of Everything You Must Measure     200

Stay Current on the Best Measurement Tools     202

Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Program     203

Tie Everything You Measure to Business Objectives      203

Test, Measure, Learn, Adapt, Repeat     203

Building Velocity and Specificity into Your Social Media Measurement Practice     204

Chapter 15: ROI and Other Social Media Outcomes     207

ROI and Business Justification     208

Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversions     210

What ROI Is and Isn’t     215

Tying Social Media to the P&L     220

Tying Nonfinancial Outcomes to Social Media Performance     223

Step 1: Establish a Baseline     227

Step 2: Create Activity Timelines     227

Step 3: Monitor the Volume of Mentions     228

Step 4: Measure Transactional Precursors     230

Step 5: Look at Transactional Data     231

Step 6: Overlay All Your Data (Steps 1—5) onto a Single Timeline     233

Step 7: Look for Patterns     233

Step 8: Prove and Disprove Relationships     235

Chapter 16: F.R.Y. (Frequency, Reach, and Yield) and Social Media     239

The Importance of Finding the Right Words in the Language of Business     240

Financial vs. Nonfinancial Aspects of Frequency     243

Financial vs. Nonfinancial Aspects of Reach     248

The Financial Value of Yield     253

Chapter 17: Social Media Program Analysis and Reporting     257

Shattering the Vacuum: The Need for Collaborative Analysis     258

Best Practices in Data Reporting for Social Media     260

Lateral Reporting     260

Vertical Reporting     262

Program Validation by the Numbers     268

Looking at Performance Data as Actionable Intelligence     271

Afterword     277

Index     281


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020