Calculating Twitter’s ROI

In Pete Blackshaw’s article this week in Advertising Age he asks, “What’s the bigger idea: social media as marketing stimulus or social media as a way to innovate business processes?”

In his article “When Calculating Twitter’s ROI, Don’t Forget Its Change on Organizations”, Blackshaw argues that the answer is both.

Blackshaw writes:

Social media, at the end of the day, is about reinventing communication. Executed wisely, it’s a new covenant of interaction between consumer and consumers, and, more recently, consumers and business. You could even argue that’s it’s the long-overdue realization of one-to-one marketing that we over-romanticized back in the 1990s and inexcusably put on the “direct marketing” shelf.

photo credit: quiroso

Pete Blackshaw is exec VP of Nielsen Online Digital Strategic Services and author of “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000”.

Have you tried to calculate your organization’s Twitter ROI?