There is a lot of buzz about Social Media ROI, and since the topic is complex, there will continue to be buzz about it for years to come. Brands want to know that Social Media works, what works, and how to invest their money.

Much of the results generated by Social Media can be measured quantitatively and qualitatively: transactions, decreased customer service costs, increased awareness, improved sentiment, etc. But some of the advantages from Social Media cannot be measured, because much like investments in insurance and tires, the benefits come from risk avoidance.

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...(Subtitled) Or at Least Marketing as We Know It!

But first, since this is my first blog post as a Forrester analyst, I thought I'd make a quick introduction.  I'm Augie Ray, a new Sr. Analyst of Social Computing serving interactive marketing professionals.  Prior to joining Forrester's Bay Area office, I was a Managing Director at Fullhouse, a social and interactive communications agency in Milwaukee, WI.  I'm very excited to be part of the Forrester organization and eager to help clients with research, data, and consulting on the profound and exciting changes underway with Social Media Marketing. 

[Posted by Shar VanBoskirk]

[Posted by Shar VanBoskirk]

Forrester's "Interactive Marketing Channels To Watch, 2009" -- our annual look at actual interactive channel adoption compared to hype -- went live on Friday.  A few of the study's key takeaways:

*Few marketers experiment with emerging media with the exception of social media applications.  They stick with email and search and are waiting for a better economy to embrace online video and mobile marketing.