Social accountability
Posted: Tue Jun 17, 2025 10:09 am
More and more marketers are realizing that their employers are asking them to use accountable marketing. When a marketer can demonstrate the effects of his marketing activities, or better yet: will have, he will be able to count on more understanding from his managers. This question has of course been around for years. Lord Leverhulme (1821 – 1925) once said: '50% of my marketing budget is money down the drain! The only thing I don't know is which 50% it is..' Marketing accountability therefore provides an answer to the question of how much money the invested amount has yielded or how effectively it has been spent. The awareness of accountability has grown with the advent of the internet. The results of marketing activities on the internet can be measured well, which increases the awareness that offline results must also be measurable. The proper use of accountability improves follow-up campaigns and shows that marketing is indispensable within the organization. Marketing must therefore return to the Board Room!
To make your marketing accountable, it is important to set boundaries. What is our strategy? What brother cell phone list are our objectives? To be able to measure this, KPIs (Key Performance Indicators) must be set up. KPIs provide insight into the marketing activities. When a radio commercial is aimed at brand awareness, the KPI chosen is the number of people who have the company top of mind. KPIs are indispensable!
There are still social media experts who claim that the ROI of social media cannot be measured! Nonsense of course. Measuring social media is of course possible. There are many tools available to generate statistics for the functioning of social media activities, but these cannot be directly linked to measuring the ROI (return of investment). Many campaigns are measured by the number of 'subscribers'. How often has the message been forwarded (retweeted/shared) and how often has the URL been viewed. Does this say anything about the success of the social media campaign? No, it is important to relate these statistics to the objective of the campaign and associated KPIs.
To make your marketing accountable, it is important to set boundaries. What is our strategy? What brother cell phone list are our objectives? To be able to measure this, KPIs (Key Performance Indicators) must be set up. KPIs provide insight into the marketing activities. When a radio commercial is aimed at brand awareness, the KPI chosen is the number of people who have the company top of mind. KPIs are indispensable!
There are still social media experts who claim that the ROI of social media cannot be measured! Nonsense of course. Measuring social media is of course possible. There are many tools available to generate statistics for the functioning of social media activities, but these cannot be directly linked to measuring the ROI (return of investment). Many campaigns are measured by the number of 'subscribers'. How often has the message been forwarded (retweeted/shared) and how often has the URL been viewed. Does this say anything about the success of the social media campaign? No, it is important to relate these statistics to the objective of the campaign and associated KPIs.