| Social media marketing continues to be the dominant force in recent online advertising and marketing campaigns. With the increased number of retailers participating and engaging in social media networks (Facebook, Twitter, etc.), it is appropriate and necessary to examine the effectiveness of this marketing medium by considering recent cases. Social media has changed the way the world communicates, both in the social online communities as well as retail marketing strategies of all shapes and sizes. This evolution raises questions and concerns in regards to the return on investment (ROI) with these marketing practices. This paper aims to present the insights and findings from recent cases, articles, journals, and social media experts to determine if the ROI with social media marketing constitutes a viable and profitable option for retailers. Several ways that retailers are able to best calculate ROI for their social media marketing campaigns will also be examined. Finally, the research will indicate the accuracy for calculating ROI for social media marketing with the appropriate correlating numbers and analytics further discussed in this study. |
