From the Leadership Institute Marketing Summit: The ROI Conundrum

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"From our perspective we want the answer to that question to always be yes," said Matt Idema, Vice President, Monetization Product Marketing, Facebook. "Every product we build is meant to be measured. When you buy an ad on our auction-based system, it’s designed to deliver value before we post it."

Starbucks performed about 30 percent better than the industry average for ROI on social media. "Within the last year we’ve been able to improve that about 10 percent," said Alexandra Wheeler, Vice President, Global Digital Marketing, Starbucks. "Having this benchmark to optimize and understand what products to drive is important but what’s tricky is how often the platforms change."

"Social media was a very rocky forum for us to enter because we’re a highly regulated environment," explained Brooke Story, Vice President, MDT Restorative Therapies Group Marketing Medtronic PLC. "The impetus to enter was to help manage some of the blog discussions that were happening about our products without us. We needed to manage information on our brand out there which helped accelerate with our presence."

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