Measuring Social Media ROI

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Core Competencies: Human Resource Development, Management, Planning, Technology
Originally presented on June 14, 2011
This is the archived version

Program Description

This program addresses metrics by which to evaluate return on investment in social media. These tools may include calculators, analytics, tracking mechanisms, and coupon codes. Additionally, the topics of resource allocation planning and simple goal-based evaluation techniques will be covered. Campuses, corporations, and nonprofit arenas are used as examples.



Terrance Barkan, CAE

Terrance Barkan has been a senior international association expert since 1991, when early in his career, he served as the executive director for international trade and professional societies based in Europe. Later, Barkan created and grew one of the most successful international association management firms, AGS–Association Global Services, the first firm to serve associations world-wide from 11 offices on five continents.

Having sold his business in 2008, Barkan founded Globalization Strategies (GLOBALSTRAT) in January 2009. His vision identified the need for a specialized consulting practice that uses a solid, process management approach to developing strategies for social media. He recognized that all associations and businesses need to have a social media strategy but that most social media “experts” focus on tools and features, missing the bigger organizational management impacts.

GLOBALSTRAT provides vendor independent expert advice for organizations to develop a professional social media strategy geared for growth and member/customer engagement. This includes how to build internal staff capacity and capabilities to manage social media in an environment where the tools and applications change faster than the strategy itself.

Barkan has been recognized as a Global Thought Leader on association management and is the author of numerous articles, white papers, blogs, and webinars on how to develop social media strategies. His firm provides online training, social media workshops, and custom consulting for clients. He has worked with trade and professional societies, federations, and forprofit companies.

He applies an entrepreneurial approach to growing clients globally, with a specialization on developing new intellectual property (IP), content, and revenue through the use and leveraging of online communities.

Updated April 12, 2015