For Technology Marketing Professionals

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	February 23, 2010 How To Assess The Impact Of Social Media In B2B Tech Marketing by Laura Ramos with Peter Burris, Augie Ray, Zachary Reiss-Davis	Average: 8  (3 ratings)

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Executive Summary

As business-to-business (B2B) marketers experiment more with social media like blogs, Facebook, LinkedIn, Twitter, and YouTube, they worry if venturing into uncharted social waters will pay off in tangible business results. Rather than trying to discern social value through anecdotes and random case studies, marketers need to take a back-to-basics approach to assessing social media impact, which incorporates costs, benefits, risks, and opportunities into the evaluation. Building a value chain, measuring engagement, and applying Forrester's Total Economic Impact™ principles will give marketers the tools needed to predict the impact of any specific social choice and demonstrate the resulting value back to the business.

Keywords

• marketing mix
• marketing strategy
• social media
• Web 2.0
• online marketing
• digital marketing

TABLE OF CONTENTS

• Social Media Increases Uncertainty About The Marketing Mix
• Basic Models Help Tech Marketers Assess Social Returns

RECOMMENDATIONS

• Use Total Economic Impact To Gauge Social Business Results
• Supplemental Material
• Related Research Documents

This is an excerpt

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