Henley Payment Systems

Duncan Connor Nice piece about ROI in social space -- I agree that creating a goal and matching your social strategies to it is a great way to measure the *effectiveness* of a digital marketing strategy. However, this method falls short of creating a financial case for social media marketing, and no matter how you define ROI, if an activity is a money pit, or is perceived as one, at some point the C-Suite is going to pull the plug. ROI may not mean the same thing to marketers as it does to the CFO/CEO -- but before you put a convincing case for doing business with you in front of your customers, you have to be able to put a convincing case for the activities in front of the C-Suite - and that usually comes down to money.

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