Setting Up Social Media
Installation of Blog(s)
Setup of Social Media accounts and pages (Facebook, Twitter, etc)
Training of personnel
Social Media monitoring
Other Activities
total Social Media Set-up costs
Annual Maintenance Cost
Value of Incoming Traffic
Average Cost Per Click for incoming clicks if we were to pay for PPC.
Daily Incoming users (to calculate value of incoming clicks)
Annualized Clicks
Value of Clicks
PR Value
Quantity of Stories
Value of Stories
PR Value Gross
Word of Mouth Value
Quantity of Posts
Value of Posts
Word of Mouth Value Gross
Research Value
Quantity of focus groups
Value of Focus Groups
Research Value Gross
Cost of Employees engaged in Social Media
Estimated quantity of employees enged in social media
Estimated hours per week
Estimated average hourly cost of employee
Employees times hours
Times 52 weeks in year
Cost of Employees engaged in social media

Start-up and ongoing costs	Costs
Social Media Program Setup
Ongoing maintenance and training
Soft costs
Content production, including employee time
Total Costs, year one
Benefit Analysis (annual)	Value
Advertising value: visibility/traffic
PR value; press stories about/driven from blog content
Word-of-mouth value: referring posts on other medium- to high-profile blogs
Research value: customer insights
Gross Value:
Expenses (see table above)
Net Value: