Redefining the metrics of social media ROI 

August 7, 2018

“If all your social measurements are cash-driven, you’re missing the big picture,” writes Travis Burchart. Burchart argues against the desire to measure all ROI in dollar values and instead suggests including details such as growth, engagement, and brand awareness in the evaluation. With a focus on the benefits that social has on public relations, Buchart notes the value that vanity metrics - such as clicks, views, and likes- can have on measuring non-transacional marketing goals. Buchart concludes by noting that ROI cannot be dislodged from the use of social media, but it can be redefined. Inside Higher Ed