Return On Objectives is the new ROI

by Josiah Mackenzie on May 03, 2010

Because new media marketing channels differ so widely, it is nearly impossible to do an apples-to-apples comparison on effectiveness. At best, we create a different set of performance metrics and success measurements for each platform.

That’s fine, but it makes high-level marketing strategy decisions difficult. What services and websites are worth your time?

To assist you with these decisions, evaluate Return On Objectives (ROO) instead of Return on Investment (ROI).

For example: if service is a top strategic focus for you, it is possible to quickly compare the diverse range of social networks – and see which ones are allowing you to serve guests the best.

What social media objectives are you measuring for?

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A list of suggested objectives, and tools to match these objectives to specific platforms, are now available in our Insider’s Circle membership site.

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Article by Josiah Mackenzie // May 03, 2010 Josiah helps hospitality organizations use technology and the social web to provide better service and generate more profits.