Creating a Measurable Social Media Marketing Strategy

Within this case a way to measure social media marketing was designed for Hokey Pokey, a popular ice cream retailer. Therefore they first proposed to implement a method to measure using the return on investment (ROI) and the value of the worth-of-mouth communication (WoM). To do so they first created a unique metric so they could measure the net influence wielded by a user within a social network. This they called the customer influence effect (CIE). Then they predicted ability of the user to generate a spread of viral communications. Afterwards they calculated the customer influence value, by linking the WoM to the actual sales.

Finally this shows that social media can create an influence of sales and ROI. Besides, WoM can grow because of social media, and knowledge about the brand may be spread even further.