Can I get an “Amen” for this? Too often, those of us in branding, marketing and communications are dismissed as “airy-fairy” (if they’re polite. If not, then it’s usually “B—S— Kings/Queens”) simply because we do not speak the oh-so-important lingua franca of our clients or organizations. That is, how do we measure the return on investment for what we do?
It’s a very fair question to ask, IMHO. Even more so as budgets are getting slashed during a weak economy and as a Web2.0 permeates our collective consciousness (now technology has made it very much easier to gather data).
So how do we go about measuring ROI? Here’s a great presentation by Olivier Blanchard on “Basics of Social Media ROI“. I would argue that this points apply across the board to branding, marketing and communications.