Social media ROI is not a myth – it can be measured.
It’s not necessarily as clear-cut as in traditional media, but if you define what you want online marketing to achieve for your business, you can use the appropriate social media channels to execute your strategy (is that LinkedIn? YouTube? Twitter? Blog? Facebook? Newsletter?), and then measure the results.
What you measure depends on your destination. What are you trying to achieve?
- grow brand awareness
- create community
- increase reach
- reduce customer service costs
- increase web traffic
- increase sales
- share of voice, sentiment, key influencers
- clicks, retweets, shares, @replies, comments, likes, photo views
- downloads, webinar attendees, lead generation forms, calls to action
What do you think? Did this make it any clearer?
If so, please share it and help de-mystify social media to others too!