As a former marketing operations manager, I naturally gravitated towards reviewing a book on Social Media ROI. After all, business practices are driven by ROI and marketers are facing increased pressure to show accountability. Olivier Blanchard’s book is helpful in integrating social media with business objectives and he brings social media to life with many interesting situational narratives. Blanchard blends these worlds into a cohesive strategy and journey consisting of investment, action, and reaction—leading to nonfinancial and financial impacts. It’s a nicely constructed methodology that remains focused on ROI.
Organizations that embrace social media properly, Blanchard explains, will benefit from enhanced collaboration, increased departmental efficiency, cost reductions and business growth. He instructs the reader on how to present a business case across the C-level executive suite in a context that matters to each stakeholder. Without securing buy-in, a social media initiative is dead in the water.
The book’s Table of Contents is well organized and broken out into 4 sections on how to become a social company: social media program development, program integration, program management, and program measurement.