Measure the return on investment in our shares of Social Media is a difficult task in many cases, if not impossible. So much so that marketers are turning to the use of other metrics and indicators to determine the effectiveness of their online campaigns, also leaving as evidence, perhaps, be a slave to ROI in social media may not be the best option.
This involves taking advantage of social networks and apply them for what they are especially effective. Such is the case of its ability to impact the target audience and encourage brand engagement. Therefore, the indicators should be able to find out the degree of commitment to the brand and achieved notoriety. To do this, the number of RT, Likes or followers is not indicative of an effective strategy. Hence, few companies use metrics and statistics of social platforms to find out when the impact of their actions.
Instead, companies are planning to increase their budget on social networks, so that, in one way another, know that their investment is worth it. The next step in order to measure the ROI of Social Media is not reduced to review metrics and figures evolution of social networks, but in knowing measure the real impact of the campaign, and its influence on the target audience. Thus, as indicators of this activity we can take as a reference, the response rate of publications, as well as its nature, with nature themes and content that register greater acceptance. This is important to analyze what kind of content gets greater impact, as well as the general feeling of customers to publications and by extension, to the brand.
For more information on this aspect, in the case of Facebook, its new statistics provide new data that help determine the rate of engagement. As indicated Unisphere, currently, measurements of marketers are primarily based on recording the number of reviews and social interactions (67%), measure the reference traffic (62%) or direct responses, such as the case of discharges (42%).
On the other hand, it should be noted that social networks are present throughout the process. Contribute to generate awareness, they serve to reinforce the message and are a source of top-level information for customers. As a prominent example should note that Pinterest is the social network that most referential traffic reports. Also, companies have been able to quantitatively evaluate the outcome of their actions on social media, such as Coffee Goroundz, who managed to increase its sales by 25% thanks to Twitter, or Vitabiotics, who through Facebook got build a community of 13,000 people and increase their database 95%.
Are you obsessed with ROI? How do you measure the impact of your actions in Social Media?
