The Social Media MBA Guide to ROI - How to measureand improve your return on investment
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More About This Title The Social Media MBA Guide to ROI - How to measureand improve your return on investment


The first book to explain how you can measure social media ROI across multiple departments, for internal/external social media based activities, as well as for new business models (product/services). This book provides help in establishing a thorough social media plan, examining your goals, audience and channel strategy, before examining tools and techniques to measure social media metrics and key performance indicators. This book debunks the myth that ROI, web metrics and social media measuring is a ‘black art’, and makes it easy to understand and use, enabling the reader to create bespoke ROI metrics and improve the return on activity. Practical, straightforward and informed by the key principles which the author has explored in his Social Media MBA, this transformative look at ROI will inspire a move away from ‘Likes’, ‘Followers’ and ‘mentions’ and towards pounds, euros and dollars.


Christer Holloman has been writing technology trend features for Sky News online the last three years and was previously the Head of Digital Product Development at The Times and The Sunday Times in London.
Holloman is a popular keynote speaker with audiences ranging from business students to C-level executives and is frequently hired for conferences and corporate events around the world by clients such as The Chartered Institute of Marketing, Dell and Nokia.
What makes him a unique journalist and speaker is that he regularly consults for major companies and tech start-ups on digital business development projects. That means he won’t be passing around 2nd hand information or theories but instead current best practices and transferrable hands on advice that will inspire readers and delegates.
Europe's largest regional newspaper The Evening Standard named Holloman one of London's most influential individuals working within New Media.
Christer Holloman is currently completing his MBA at Said Business School, Oxford University, as a Wallenberg Scholar. He is a member of the National Union of Journalists and holds a BSc in Business from the University of Umea, Sweden.
For more information please visit or to discuss possible speaking engagements email him directly [email protected] or Google speaking agencies that represents him.


Acknowledgements ix

Preface xi

Hall of Fame xv

Introduction 1

1 Strategy 5

2 Measure ROI by Platform 31

Facebook 32

Twitter 39

YouTube 43

LinkedIn 47

Google+ 52

Pinterest 55

Blogs 58

3 Tools 63

Choosing a Supplier 63

Popular Measuring Platforms 68

4 Case Studies 89

O2 – Customer Service 90

Sabre Hospitality Solutions – Business Development 97

Makino – Sales 101

giffgaff – Customer Retention 109

BRAVEday Insurance – Communication 117

Beats by Dr. Dre – Viral Campaign 123

5 Safeguarding ROI 129

Index 135


“Measuring the impact of Social Media strategies can be a daunting task. But this book tackles the problems head on and provides simple and comprehensive approaches. Once through with this book you’ll have nothing left to do but implement the practices documented here. And even more importantly, explain to management why.”

Jared Young, Senior Director, Barclaycard
US, Consumer Markets

“This is a book that is really needed to support the social hooked community to convince the not-so-hooked ‘others’. If it can help some of us that are hooked to go from praise to facts when convincing the resistance about the huge opportunities of a wide, ever-changing and fast use of social, then it is well worth the cost to buy and the time to read the book.”

Olle Hagelin, Senior Manager Field Data
Management, Sony Mobile Communication

“Can you measure the ROI of social media? And if so, how do you choose the right platforms and tools for your business? In this book, Christer shows that measuring ROI for social media is indeed possible. Christer takes you through the strategic planning stage, onto measuring ROI by platform, and finally shares real life examples of how others have tackled this tricky subject. It’s full of actionable insights and another great book in the MBA series.”

Andy Hill, Social Media Manager, Xerox