So… I think what I’d like to do is create a new model, or at least a framework. The key tenets I’m focusing on so far, are:
1. You can’t have revenue without ROI. If you can’t connect your efforts to the dependent variable of revenue then you aren’t really talking about ROI.
2. Connecting to revenue is dependent on the ability to connect social data to other internal operational systems. Creating these bridges requires a basic understanding of data modeling.
3. Making these connections can also draw quite a bit from classic survey research. Specifically around coding. The ability to tag a data point with a quantitative, relatable dimension is what brings structure to the unstructured qualitative data.
This line of thinking arose out of a recent workshop I put together for the AMA on measuring social media ROI. I hope to crank out a couple page piece on it this week, but… I’ve been saying that for a couple of weeks!
