One of the biggest questions companies ask themselves before investing in online social marketing revolves around the challenge of evaluating the return on investment (ROI). In general companies have few benchmarks as compared with traditional media to measure the success of these campaigns.
Nevertheless, it is possible to quantify them. Starbucks got one million clients in only one day thanks to a campaign launched in social circles. Read the complete engagement study in PDF here.
Recently, a new study (PDF) was published by Syncapse whose objective was to evaluate the commercial impact of clicking on the Facebook "Like" button. The conclusion is that on average those users that are fans of a company in the most popular social network spend an additional $71.84 on products for which they are fans compared to those who are not fans.
This article was adapted from Juan Manuel García's piece on HagoClic.com.