Browsing by Author "Cengiz, Yasemin"

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The Social Return of Investment Metrics: Successful Social Media Measurement
(Kadir Has Üniversitesi, 2017) Cengiz, Yasemin; Da?, Hasan
The world economy has been formed based on needs, innovations, wars, and trends until today. Primary sector became stepping stone, industrial development forwarded economy to 2000's and now, today, internet is shaping it with accordance to trends. If someone is aiming for an investment, clicking for stock market or F/X rate is too simple, if someone is looking for renting a house, it takes a few minutes to conclude, if someone is surfing for online shopping, there are many options to the point there it became too easy to buy. Therefore, companies and firms have started to put an emphasis to e-commerce to edge ahead from the competitors. Nowadays, almost all brands/companies are presenting online sales services to consumers, and one of the keys for surviving in this huge market is managing social media networks and guiding consumers with these tools; Facebook, Twitter, Instagram, YouTube etc. Today, social media is becoming more than a place of entertainment and communication. Popular social media sites such as Facebook, Twitter and Instagram, which house millions of people from all corners of the world, have also become the focus of advertisers. Social media is now an essential part of our lives. Even when an employer recruits someone, he can first review the person's social media account and make various assessments. The employer can use the social media as a tool to earn money as the person chooses according to the social media account. Monetary counterparts have begun advertising through social circles, and the return of these ads to investors has been constantly researched and examined. Although advertisers and investors are removed from manipulated data from time to time, the results of the advertising campaign in social media can now be analyzed more healthily in various ways and the social media campaign ROI calculation process gives more accurate results. The results from the calculations to give you the return that you spend on advertising are called "ROI". The ROI, which is the abbreviation of Return of Investment, is a concept that tells what an invested investment is as a return to investor. With an ROI, you can see how much profit you make or how much you suffer from an investment you make. While the posters you put on a street can only be seen by people passing through that street, ads given to social media sites with a preference for successful targeting can be seen by all active users interested in that space. Social media ads offer more advantages in both measurement and return than classic ads. Social media ads offer more advantages in both measurement and return than classic ads. According to classical advertising concept; suppose you advertise on a billboard on the street, in a newspaper or on a television channel. It will take quite a long time to measure the return of this ad and you will have to spend as much money as you learn how to recycle these ads, and you will continue to invest in the same ad until you know you have failed because at first glance it is difficult to see that an advertising project failed. On the other hand, you can measure what an ad you give on social media brings back to you from the moment you advertise it. The return on each digital advertising campaign or ad investment you've made is crucial to your campaign metrics and future brand goals. Being able to measure your return on investment will help you in the same way that you will be new at the same time whether or not your campaign is efficient and where you should optimize your advertising campaigns. It is easy to measure in a certain way the budget of your budgets, such as mobile video ads, natural advertising, programmatic advertising, etc., as you try to make a new marketing move for your brand and go through digital channels. It may also be true on paper, but this excess base will be far less reflective of the rate of return on investment. You'll also need more granular metrics to capture the big picture, such as viewership, engagement, brand awareness, brand image, website visits, fill in lead forms, and downloads. Return on investment (ROI) is one of the most important factors for digital marketing as well as for traditional marketing because it tells us that our campaigns are not making money for us. If you do not earn it, it is a very critical operation to identify the causes and revise it to make it better. Of course, in order to be able to do all of these things, we need to efficiently measure the return on investment in our digital marketing campaigns. My research is, "The social return on investment metrics: successful social media measurement", and the time interval that I am observing resources and references is between 2010 to 2017.