Social Media ROI: It can't be done in isolation, but...

Last week I posted some tips for brands wishing to engage with their customers via social media. It would appear to have been well received and I hope it helped provoke some thought around this subject.

One tip which received a lot of attention was "Forget ROI" and because this appeared to be a hot topic of interest, I thought I'd offer a little more detail and context around this and provide some further thought of how a return (in some shape or size) could be measured and then used to build a business case. I hope it helps.


Site review:

Reevoo provides reviews for retailers like Currys and Tesco, and launched its own website last year. It has recently had a revamp, including a new homepage and updated product pages.

Reevoo hompage

The Reevoo website gathers together a wide range of product reviews, and should be a good resource for online shoppers, so how does it shape up?


Experimenting with social media

There's a lot of talk these days about using social media to engage with your customers (and prospective customers). A huge amount of debate has taken place between those who argue that social media is crucially important to businesses today and those who say the emperor has no clothes.


'Ad nausea' an online problem too?

Last week, published an article discussing the disgust consumers are developing for the increasing number of ads that are being aired over and over again.'s Brain Steinberg cites an ad that Toyota has flooded the airwaves with that led to the creation of a Facebook group with nearly 9,000 members that is calling for the ad to be killed.


Q&A: Firebox’s Naomi Brown on affiliate marketing

Here, we speak to Firebox’s Naomi Brown about how she’s been developing the gadget retailer’s in-house affiliate marketing programme since taking it over two years ago.


Amazon gets the Watchdog treatment

Amazon Marketplace was featured on Watchdog last night, with complaints about dodgy sellers and the availability of pepper spray on the site the target of the consumer programme.  

Watchdog (on iPlayer) found several instances of customers buying items on the Marketplace, receiving emails purporting to be from Amazon, paying by transfer service Moneygram and not receiving the products.


Site search used by 5% of visitors - study

While a relatively small number of visitors are using the search function on websites, conversion rates through site search are up to 50% higher than the average.

This is the verdict of a Screen Pages study into 39 of its clients' websites, using Google Analytics data. The stats cover almost 3m site visits over a three month period.


Paul Graham - source code or solutions?

Paul Graham is one of the more interesting personalities in the American startup scene today.

Recognizing some of the flaws inherent in the venture capital model as it relates to consumer internet startups, he launched YCombinator.


Google AdWords: When the going gets tough, do the rules get going?

Google seems to make it up as they go along, according to how its financial sheet looks at the time...

Back in October, Google announced that it was lifting restrictions on gambling, which opened the floodgate for the gambling companies that had since 2004 been left to look at alternatives to PPC to drive traffic to their sites.

However, as Google’s profits took a little slip, they lightened up.


Would you buy fashion from Microsoft?

In its effort to make itself cool again, Microsoft and ad agency Crispin Porter & Bogusky have launched a Microsoft clothing line called 'Softwear by Microsoft.'


The Web Week in Review

Perhaps I'm simply tiring of the economic news (or becoming immune to it). Increasingly, I find myself being drawn more and more to random news stories unrelated to the flurry of bad news that seems to come on the economic front.

Tis the season to be jolly, right? Here's this week's hodgepodge of news and it's not all bad.


Top ten tips for brand engagement via social media

Brands seeking to engage their consumers via social media seem to be misunderstanding the whole concept of social media itself. It's for the people, by the people and business needs to recognise this. The consumer now has the power, and consumers in numbers can carry a lot of influence.

The main article covers five misconceptions that brands appear to have around the area, such as ROI expectations and the risks associated with getting involved. 

I've also offered ten tips for those businesses wishing to engage with their target market through social media, which I hope are useful. If you're an organisation that is chosing to ignore the soial media phenomenon I'd like to draw your attention to the last tip, entitled Do It! Enjoy the read...