While social media’s return on investment (ROI) itself isn’t a legend, many myths surround it. To help dispel some of them, the Word of Mouth Marketing Association offers this infographic.
Here are the myths to steer clear of:
Myth 1: Measuring likes and follows equals ROI.
Not true. Instead of focusing on “activity metrics,” pay attention to actions that provide value, such as increased revenue or a change in how people perceive your brand.
Myth 2: You can determine social media’s ROI the same way you would for traditional media, like TV.
No way. Social media amplifies messages in ways traditional media does not.