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Research proves that most marketers are still skeptical about how to actually identify a return on investment in social media marketing. To date, there are very few case studies, and of the few, most are business-to-consumer orientated. In a business-to-business context, many marketers are apprehensive to sink significant time and effort into social media engagement unless the return can be quantified and measured for the organization. In this paper, we will explore how Top Performing organizations actually utilize social media marketing to identify which social media outlets B2B marketers should be utilizing, and ultimately, how to measure the success of social media investments.

Social media and inbound marketing techniques have been a boon for marketers. Not only do leads generated through social and content marketing cost half as much as traditional outbound-generated leads, they also close at higher rate.

In social media’s early phase, marketers primarily focused on increasing fans, then engaging those fans, using a mix of “content and conversation.” While content and conversation are great at building loyalty and mind share, social marketers are learning that they are not as great at increasing revenue and market share.

Social media is a cyber place where where you can enter to play or work and just disappear. There is so much noise and distraction that we can log on and just forget what we were doing.