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The Return on Investment of Professional Social Networks

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Digital Economy. Emerging Technologies and Business Innovation (ICDEc 2019)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 358))

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Abstract

The rise of social media marketing leads to questions about its return on investment (ROI). In this paper we develop a new set of metrics to evaluate both financial and non-financial ROI of social media. While most studies on social media deal with Facebook and Twitter, this is one of the rare studies that address the ROI from the perspective of one-to-one message campaigns on professional social networks. Data were collected from a French business school campaign on LinkedIn aiming to recruit new students. We used this free available data to propose a new model for calculating the ROI. This model can be easily adopted by marketers to assess the social media ROI both in monetary and non-monetary terms.

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Author information

Authors and Affiliations

  1. Brest Business School, Brest, France

    Yamen Koubaa

  2. HEC Alger, Tipaza, Algeria

    Fares Medjani

Authors
  1. Yamen Koubaa
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  2. Fares Medjani
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Corresponding authors

Correspondence to Yamen Koubaa or Fares Medjani .

Editor information

Editors and Affiliations

  1. ESEN, University of Manouba, Manouba, Tunisia

    Rim Jallouli

  2. ESEN, University of Manouba, Manouba, Tunisia

    Mohamed Anis Bach Tobji

  3. Université de Sherbrooke, Sherbrooke, QC, Canada

    Deny Bélisle

  4. Université Laval, Quebec, QC, Canada

    Sehl Mellouli

  5. International University of Beirut, Mazraa, Lebanon

    Farid Abdallah

  6. American University of Beirut, Beirut, Lebanon

    Ibrahim Osman

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Koubaa, Y., Medjani, F. (2019). The Return on Investment of Professional Social Networks. In: Jallouli, R., Bach Tobji, M., Bélisle, D., Mellouli, S., Abdallah, F., Osman, I. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2019. Lecture Notes in Business Information Processing, vol 358. Springer, Cham. https://doi.org/10.1007/978-3-030-30874-2_9

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  • DOI: https://doi.org/10.1007/978-3-030-30874-2_9

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-30873-5

  • Online ISBN: 978-3-030-30874-2

  • eBook Packages: Computer ScienceComputer Science (R0)

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