ROI of Social Media

We often get asked how Jobs in Pods tracks its ROI. Our answer is that we track the number of downloads for each jobcast that we publish and we can then determine its ROI based on the cost. But there is a deeper issue when it comes to social media that most HR folks just don’t understand.

Jason Falls from the Social Media Explorer blog explains it like this;

The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.

To illustrate that point for all our measurement and metric geeks out there, what you are trying to do is assign multiple choice scoring to an essay question. It’s not possible.

Katie hit the nail on the head near the end of her round table discussion when she said, “Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation?’” And, as stubborn as it sounds Mr. CEO, you don’t get money out of a conversation.