What GM Teaches Us About Social Media ROI
July 24th, 2011
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General Motors recently announced that they figured out how to track social media ROI. Given that much of what people claim is social media ROI is REALLY brand awareness, loyalty and positioning, among other soft ROI indicators, is there something that GM knows that we don’t?
In my previous post, I took a look at what “soft ROI” means and some of the activities that make up soft ROI. In this post, I provide some ways to measure it.
I hear the terms “hard ROI” and “soft ROI” quite a bit, so I want to evaluate what this means in a two-part blog series. First, I will look at what is meant by “soft ROI,” since I’m feeling warm-and-fuzzy today. The next post will cover how to measure it. 
