Untangling the Value of
SOCIAL MEDIA
BY MICHAEL PINCHERA
Social media budgets are on the rise even as countless debates continue on how, why and even if the emerging business medium’s ROI can be quantified. Yet, one thing is clear: Meeting and event professionals lax on social media strategy may soon be an endangered species.
Intuitive professionals are intent upon not only adopting social media but measuring the ROI therein. Common platforms (Facebook, LinkedIn, Twitter and XING) may be free or of minimal immediate expense, but time must be invested to properly engage an audience online (see Page 70). That time has a value, as does the quality of audience engagement, and with stricter governance of event spend, an effective social media presence increasingly needs to show ROI.
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Table of Contents for the Digital Edition of One + October 2010