TEMPE CHAMBER
Advantage June 2013 – Sept. 2O13 • tempechamber.org
Return on Engagement and 3 Effective Tools to Measure It By Melody Johnson, Vice President, Membership Development, Tempe Chamber of Commerce Return on engagement (ROE) is yet another buzz phrase being spurred by social media. The purpose of an ROE analysis is to quantify the benefits returned from time spent “engaging” or having two-way conversations with potential and loyal customers online. Typically, this can be seen in action by companies soliciting feedback from postings on Facebook, Twitter, LinkedIn, etc., based upon content generated by the company itself. One outstanding benefit to social media is that it is fairly simple to determine what your audience is interested in by soliciting feedback or simply gauging their level of participation with you
after specific activities – a click rate is one example of available analytics. The trouble, however, arises when we are no longer communicating online and are instead interacting in person. In person, how do you determine if someone is engaged with you, your conversation or your vision? Rarely in the normal course of business does one reflect upon what introduction led to what introduction that inevitably led to a significant business opportunity. Unfortunately, we tend to think of whatever experience is top of mind, subsequently giving credit where it may be undue. Nonprofits typically engage in the most expensive form of network marketing: outreach. Outreach is very expensive to conduct due to the »
If outreach is one of the most costly ways to engage, why continue to do it? The answer is ROE.
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