• List Price: CDN$ 30.99
  • You Save: CDN$ 6.57 (21%)
FREE Shipping on orders over CDN$ 25.
Only 5 left in stock (more on the way).
Ships from and sold by Amazon.ca. Gift-wrap available.
Social Media ROI: Managin... has been added to your Cart
FREE Shipping on orders over CDN$ 25.
Used: Very Good | Details
Sold by UsedTrade
Condition: Used: Very Good
Comment: This book is in very good condition and will be shipped within 24 hours of ordering. Eligible for FREE SHIPPING - 100% Money Back Guarantee! Amazon fulfills shipment with tracking info and provides customer service for returns!
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization Paperback – Feb 22 2011

3.5 out of 5 stars 2 customer reviews

See all 2 formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle Edition
"Please retry"
"Please retry"
CDN$ 24.42
CDN$ 14.74 CDN$ 6.48

There is a newer edition of this item:

Harry Potter and the Cursed Child
click to open popover

Special Offers and Product Promotions

  • You'll save an extra 5% on Books purchased from Amazon.ca, now through July 29th. No code necessary, discount applied at checkout. Here's how (restrictions apply)

Frequently Bought Together

  • Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization
  • +
  • Brilliant Social Media: How to start, refine and improve your social business media strategy
Total price: CDN$ 51.12
Buy the selected items together

No Kindle device required. Download one of the Free Kindle apps to start reading Kindle books on your smartphone, tablet, and computer.
Getting the download link through email is temporarily not available. Please check back later.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Product Details

  • Paperback: 350 pages
  • Publisher: Que Publishing; 1 edition (Feb. 22 2011)
  • Language: English
  • ISBN-10: 0789747413
  • ISBN-13: 978-0789747419
  • Product Dimensions: 15.2 x 2 x 22.6 cm
  • Shipping Weight: 431 g
  • Average Customer Review: 3.5 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: #171,534 in Books (See Top 100 in Books)
  •  Would you like to update product info, give feedback on images, or tell us about a lower price?

  • See Complete Table of Contents

Product Description

About the Author

Olivier Blanchard is a brand strategist with 15 years of B-to-B and B-to-C marketing management experience ranging from manufacturing and distribution to new media and consumer goods. He manages BrandBuilder Marketing, a brand consulting and marketing management firm that helps companies combine traditional and new/social media, and the Red Chair Group, which delivers executive social media training worldwide.When he isn’t writing, speaking, or consulting, he can be found on his blog at www.thebrandbuilder.wordpress.com or on Twitter at www.twitter.com/thebrandbuilder. An avid triathlete, photographer, and travel junkie, Olivier lives in South Carolina with his wife, two children, and their roving pack of wild Chihuahuas.

Customer Reviews

3.5 out of 5 stars
5 star
4 star
3 star
2 star
1 star
See both customer reviews
Share your thoughts with other customers

Top Customer Reviews

By Tami Brady HALL OF FAMETOP 100 REVIEWER on Sept. 12 2011
Format: Paperback
I think a lot of businesses are getting on the social media bandwagon. They've heard that it's great for business but really have no clue what social media is or what it can do for them. In an effort to keep up they create a social media program and hire experts in the field.

In an effort to explain social media to these businesses, Social Media ROI begins by explaining that social media is a tool, like email, like the phone, like networking. Really, the concept isn't all that new, it's just a new method of communicating and connecting with your current and potential customers.

Recognizing social media as a tool is only the first step though. Next is recognizing that it's less important to have x number of followers on Twitter or friends on Facebook and much more important that these interactions reinforce your goals and help you get to your specific targets. No two plans are going to be the same and it's something that everyone in your organization (big or small) has to understand and be on board with. Little mistakes tend to blow up pretty fast in social media streams.
One person found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again.
Report abuse
Format: Kindle Edition Verified Purchase
Starts out strong but contains a huge amount of padding. Mostly contains rules and instructions most people will never encounter. Not worth the time.
Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again.
Report abuse

Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9d027354) out of 5 stars 68 reviews
89 of 94 people found the following review helpful
HASH(0x9c4a9174) out of 5 stars Less about ROI - More About Social Media in Your Organization June 17 2011
By Jason L. Mcdonald - Published on Amazon.com
Format: Paperback Verified Purchase
ROI - Doesn't Mean Return on Ignorance - it means Social Media Marketing Return on Investment (ROI)

As someone who teach Social Media Marketing in San Francisco and online (Google 'Jason McDonald' or click on my Amazon profile to connect), I eagerly awaited the UPS man with her delivery of a book claiming to help us measure the Return on Investment of Social Media Marketing. I wondered, would the measurement by an increase in Twitter followers, Facebook likes, LinkedIn connections, YouTube views, or perhaps the Holy Grail of marketing - actual conversions to a sales action, like purchasing our product? Many are engaged in Social Media Marketing, I thought, but few are engaged in the actual measurement of their Social Media Marketing ROI.

Blanchard makes some great points throughout the book, beginning with the title. Even if measurement of ROI is difficult, that's no excuse not to set up basic measurements for a Social Media Marketing campaign. Before / after is an obvious split - do we have more Twitter followers today, or more tomorrow after we honestly and eagerly create a Twitter marketing plan? URL click thru's is another - if we Tweet a URL, blog it, post it to our Facebook page - do people actually click thru. Bit.ly is a great free service for quick URL tracking. And, finally, if our ultimate goal is to sell something or drive registrations for a free consultation, webinar, or download - is our Social Media Marketing driving those conversions? Blanchard touches on all these topics, but doesn't provide a great framework for setting up measurement.

Ultimately, the book - despite its title - isn't really about ROI. It's more about weaving Social Media Marketing into your organization. That's really pre-ROI, if you think about it. And that, dear reader, brings us to the year of our Ford.

Social Media Marketing in the Year of Our Ford

In Huxley's famous dystopian novel, Brave New World, the future society is organized around principles of mass production, modeled very much after Henry Ford and the factory metaphor. Ford is so worshiped in the future society, that people speak of "our Ford" much as people today speak of "our Lord" or say "Jesus" when they just missed a close call in an automobile.

Blanchard, like so many in Social Media Marketing, worships at the feet of our Ford. Many of his examples, connections, reviews come from major companies - companies such as Ford. For example, on page 23, Blanchard discusses the head of Ford's Social Media strategy (Scott Monty) and how Ford reacted to the negative PR about the auto industry bail-out's. Ford wasn't a recipient, yet its brand was damaged, so Monty went into social media overdrive to address brand damage during the financial crisis. Is this important? Yes? Is it relevant to a small business? Not so much. Few of us have a brand as big and powerful as Ford, and few of us are ever even close to receiving Tarp money.

Why is this relevant? The issue is that the examples drawn in this book, plus in many others, draw on high profile names and brands (names and brands that help authors sell books, give books credibility by name-dropping...) but ultimately are not very relevant to small businesses.

Small businesses need social media advice on issues such as how to respond to a negative review on Yelp, how to get to the page 1 of a Google search using Google Places, how to get your products into Google Merchant Center, or the tricks and tips to success of review marketing on Amazon.com. In this, the book disappoints because it worships at the feet of our Ford.

Furthermore, much of the book is really addressed to large companies, with large teams, and large brand issues. Many chapters read at a very high level, executive discussion - when most small businesses need hands-on, direct advice on how to implement social media marketing. Is this bad? Not particularly. But if you are a small business struggling with social media marketing, much of this book is clearly not written for you. It's written for executives at multinational corporations such as Ford, not the mom-and-pop watch shop in New York City that needs to encourage Yelp reviews.

Back to ROI Measurement

Leaving aside the middle chapters, focused on more abstract, big company issues, Blanchard returns to the topic that best propels his book to your attention: ROI, and the measurement of social media marketing ROI. His high-level advice is very good for companies, big and small -

* Keep an eye on objectives and targets

* Monitor, measure, report.

* Maintain a list of everything you can measure.

* Maintain a list of everything you must measure.

* Test, measure, learn, adapt, repeat.

The final measurement chapters have great food-for-thought examples, such as connecting changes in sales performance with social media mentions. They lack a clear list of tools for measurement (especially free social media marketing tools), as well as a clear "to do" list that connects abstract concepts to practical measurement. That said, the ROI discussion is one of the first I have seen in a book, and therefore this book will stay on my Social Media Marketing bookshelf - as a remember to a) not worship at the feet of Ford, and b) measure everything!
15 of 16 people found the following review helpful
HASH(0x9c4a9384) out of 5 stars Not a lot of fluff. Get ready to learn something. March 14 2011
By L. Severson - Published on Amazon.com
Format: Paperback Verified Purchase
I am kind of a book snob. When it comes it reading "business" books I expect a lot of dramatic stories which are loosely related to the topic and a few insightful nuggets of information. Let's be honest, most books for the business audience could barely fill out a good blog post.

"Social Media ROI" scores high on providing good actionable content and information for anyone who is trying to build a social media program. It is a one stop shop. You get information on how to evaluate your organization's current social media abilities. You learn how to sell this program to others in your company. You'll even learn about the metrics you should follow and how to create a good reporting system.

The reason I am withholding a star is that I wanted to hear a deeper discussion around the concrete ROI that Social Media can provide for business. I mean any business. If you are in retail, manufacturing, CPG, or sister verticals the discussion around ROI will be helpful. If you are not in these verticals it will be less applicable. And if you are in B2B like I am it probably wont scratch your itch.

That being said, I enjoyed reading this book. There are obviously years of experience behind the information that is shared. And let's be honest you can't cover everything in one book. I would love to see follow up materials perhaps in blog format that attempt to tackle the question around Social Media ROI in a B2B context.
15 of 17 people found the following review helpful
HASH(0x9c4a93a8) out of 5 stars Sense and sensibility March 3 2011
By T. Pennington - Published on Amazon.com
Format: Paperback Verified Purchase
For the past few years, corporate executives skillfully shot down social media evangelists with the question of death: "Oh yeah, so, what's the ROI of social media, huh?" The bewildered evangelists and gurus stammered something like, "it's all about the relationship," or some other more new-age sounding mantra.

Now corporate executives and social media gurus alike can breathe a sigh of relief. Olivier Blanchard answers not only the specific ROI question, he also gives a solid framework for assessing the real question: "What's the VALUE of social media?" Though the questions SOUND like the same thing, they're vastly different. One is about money. The other is about purpose. Armed with Social Media ROI you'll know the difference and you'll be able to answer both questions with intelligence.

Olivier's book is essential reading for anyone who seeks to use social media to accomplish business objectives.

To get the most value from the book, buy it, read it, mark it up and then tap into the power of social media for yourself and see the value of all this new stuff by connecting with Olivier on Twitter and by commenting on his blog. When you do, you'll be taking your own professional development up a notch and you'll feel like you've earned your MBA in marketing. It's a good feeling.
8 of 9 people found the following review helpful
HASH(0x9c4a969c) out of 5 stars The First Social Media University TextBook March 13 2011
By Owen Greaves - Published on Amazon.com
Format: Paperback Verified Purchase
I have never met Olivier, but I have had an online relationship with him for over 3 years and I can tell you he knows what he is talking about. He is firm in his stand, and he always takes the time to explain why he takes the stand he does, he is a man on a mission.

Now, for some reason the world has missed a simple observation, Social Media (conversations)is not new, its just gone digital. What has been overlooked, is how to accurately translate these conversations into revenue, how these conversations become conversions, how they actually bring about a result worth measuring. No Olivier is not the only one to see that conversations can have a Return On Investment (ROI), he is however, the only one to date that can articulate it with clarity and passion. And now with this book, he is working with you side-by-side.

What caught my eye upon cracking the cover, is how Olivier walks you from beginning to end, from what a Social Media Program IS, what you need to think about, to what it should look like,and what you should get from such a program. It's the first Social Media University TextBook in my humble opinion.

Right from the beginning you'll read how to create a social company, all the way to Analysis and reporting of your social media program.

This book is easy to read and yet it is serious heavy lifting at times, but if you take the time and follow Olivier's thinking, the confusion simply goes away. If you do the work, you will have a solid foundation of how to not only leverage Social Media networks, you'll know how to participate in them, how to plug Social Media into your business, how to listen, how to monitor. and as he says, " Listening Before Talking". You learn more from this book than sitting at your computer trying to figure it out. Olivier is your Social Media ROI Mentor, all for the price of a book.

One of my favorite chapters is, The Eleven Key Best Practices for Social Media Program Management.

I highly recommend reading this book many times not just once,it is packed with so much, one reading would merely set you up to fail. You have in your hands a text book if you study it, you will increase your odds of success in all social networks. A MUST have on your book shelf. This book will protect you from those who consider themselves Social Media GURU's, the so called Social Media Expert.

This book will play a huge role in my work, how I see the future of business, how this fits an open and free business model, and how an ROI can be achieved. I look forward to implementing many of the steps in this book, and you will too, it's the best investment you'll make for the future of your business.

Make Social Media work for you, buy this book and you will be working along side Olivier, you'll be working with the best. be sure to follow him on Twitter: [...]
Owen Greaves
8 of 10 people found the following review helpful
HASH(0x9c4a96d8) out of 5 stars Absolute essential! April 6 2011
By Manfred Gollent - Published on Amazon.com
Format: Paperback
For anyone serious about getting into the utilization of Social Media for business this is THE book to read. I helps with the basics and provides very practical advise. Actually this book will provide great value for the executive decision maker, the entrepreneur and the business owner as it is simple and not laden with all kinds of industry lingo and acronyms while providing immediate useful insight into what's important. Congratulations to Olivier Blanchard and thank you for making things more understandable for the non expert crowd!