Social media optimization expert PARTA Dialogue Inc. has published a white paper outlining predictions that in 2012, the next frontier for tech companies will be the measurement of performance, cost-efficiency and return on investment of corporate social media investments.
“With roughly 100,000 brand pages on Facebook currently collectively boasting over 1 Billion followers, it is clear that companies large and small have learnt how to build a following online. Now, the questions top managers are asking are ‘Is social media working for us? Is it making us money?’ Tools that can answer these questions will be hot stuff in 2012,” said Tom Liacas, M.A., Parta Dialogue’s VP Social Media.
Market activity directly reflects the rising value accorded to social media analytics solutions, according to Liacas. Parta Dialogue is actively working on the rollout of a suite of campaign analytics solutions for 2012, beginning with a social media cost-efficiency calculator named “e-Value™.”
“Two recent milestones in this area are the acquisition of analytics company Omniture, by Adobe, for $1.8 billion in 2009 and the recent 2011 buyout of Radian 6’s social media monitoring software by Salesforce. Both of these transactions demonstrate that large online solutions providers are eagerly looking to acquire analytics tools to answer client demand,” states Liacas. “This tool is the first building block for credible ROI calculation. Companies that use it to measure their social media campaign efficiency will quickly learn whether their efforts on social media are reaching full potential and also how they compare to thousands of other brands doing the same.”