"Spring established a dedicated social media department in the fall of 2010; since then, the team has continued to grow quickly and generate positive ROI. Spring's success in social media and digital business are due to it:

• Aligning social marketing with business outcomes. Spring set detailed, business-relevant key performance indicators (KPIs) for its social marketing initiatives. It set clear business goals for each key target audience group and coupled them with a measurement system that also aligns with business outcomes.
• Leveraging cross-organizational collaboration to maximize social marketing results. Social marketing is more likely to affect business outcomes when the marketing team works closely with other departments across the firm. Spring Airlines' flat organization and tight cross-organizational collaboration has accelerated its social business success."

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In their efforts to become more customer-centric, companies increasingly are relying on the big data they collect from social media analytics tools to help them understand customer behavior. However, if you're using social media analytics to guide your social, marketing, and overall business strategies, you face a very real risk of misreading your customers.

We’ve discovered that 30% of social media users account for 90% of social media updates. More importantly, the buying behavior of this slice of enthusiastic users differs in important ways from the rest of their customer base.

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ROI of Social Media

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Despite the excitement surrounding the implementation of social media analytics tools, there are still challenges when it comes to measuring social marketing’s effect. The No. 1 obstacle cited by respondents was staffing, funding or resources, at 55%. Linking measurements to objectives was a close second (53%).

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According to (Forrester Analyst Nate) Elliott, “‘Social Exceptionalism’ can be pin-pointed as the problem — “rather than recognizing that social is just another marketing channel, many marketers see it as unique,” i.e. keeping social completely separate from other marketing efforts, or worse, asking social to carry the weight of an entire marketing program. So what’s the solution? To succeed with social media, marketers must understand how it supports each part of the customer journey. That means not just offering engagement, but also enabling discovery and supporting exploration and purchase with social — what Forrester calls  Social Reach, Social Depth, and Social Relationship.”