Social media's ROI: An open model for social measurement

Neil Major

This article argues that media measurement models need to be open, not secret, to be successful, and offers a collaborative approach to measuring social media that could be a model for the whole industry to use.

Social media's ROI: An open model for social measurement

Neil MajorYomego

Media measurement models need to be open, not secret, to be successful. Neil Major, at social media agency Yomego, discusses a collaborative approach to measuring social media and calls on the industry to join in.

You don't have to look deep into many media measurement models to find assumptions that don't stand up to scrutiny. Do research panels accurately measure real-world behaviour? Does advertising equivalent value point to a propensity to purchase? Does the RAJAR diary system represent the radio-listening habits of the rest of the population?

The...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands