Return on Investment: What Literature Exists on the Use of Social Media and ROI?

Abstract

This paper presents an annotated bibliography of academic journal articles, professional publications, authoritative blogs and other resources that address social media and return on investment (ROI). A literature search for publications that consider whether ROI can be measured and the mechanism by which it can be calculated, was undertaken in 2011 as part of a research project to describe or evaluate the relationship between social media and ROI from a business perspective. Organised under the four headings of academic journals, professional publications, authoritative blogs and others, the bibliography identifies some emerging themes from the literature.

Keywords: social media, return on investment, ROI, SMEs, small businesses