Hi everybody !
Today we have to talk about a not so easy topic, which is the measure of Return On Investment. What is it important? Measuring Returns On Investment allows companies to figure out if their efforts in Social Media are worth it and if they can improve their benefits thanks to online media.
So how can we measure online returns of investment?
Let’s take the example of a French TV station for which I worked few months ago. As all the TV Stations in the world (I guess), TF1 has its own Facebook and Twitter accounts. It posts every day news, updates of the station organization, programs changes... As of today, about 456 000 people like the TF1 Facebook page and there are 85 000 followers in Twitter.
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| TF1 Twitter page |
Nevertheless these figures do not mean that those 456 000 people are actually watching TF1. So just considering the number of “Likers” and “Followers” is not the more valuable criteria for Return On Investment. Instead, we must consider the activity of these people in the social media for this TV station.
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| TF1 Facebook page |
We can recognize active people by regarding how many “Retweet” they are making on Twitter and if they post topics and messages on forums and discussions. I believe that it is more valuable than just considering the “passive” likers and followers.
I wish you a wonderful day and see you tonight.
Perrine
wa,i think more than 456000 people like TF1,it's really very cool to see this
ReplyDeleteHi Perrine,
ReplyDeleteYour study is really relevant since TF1 is one the most watched channel in France. This is also funny because my sister just did an internship there too. This is really a cool company.