Gauging return on investment when diving into social media campaigns is still a major question in today’s ever changing marketing sphere. Defining success in many business ventures is usually centered around financial outcomes. With that said, social media success can certainly be determined by audience behavior. To determine social media ROI in terms of non-financial outcomes, analyze the human behavior of your audience:
- Does your audience stop, shop, share or engage after exposure to the campaign?
- Do audience behaviors align with your campaign goals?
- How can you adjust your campaigns in the future to accommodate unusual behaviors or missed opportunities?
Identifying campaign goals, such as generating sales or leads, and staying on top of analytics throughout the social media marketing campaign will allow you to ride the wave of audience behavior and better understand who it is you are actually engaging with on social media channels.
Start With Setting Goals
The S.M.A.R.T. (Specific, Measurable, Attainable, Realistic, Timely) goal framework will help you create and manage your goals. The big three social media ROI goals are:
- To increase your social media engagement. Measure metrics such as favorites, mentions, retweets, comments, shares and likes.
- To increase your customer acquisition online. Examine traffic from social media channels and URL clicks by adding Google Analytics tracking code to your site.
- To generate more brand awareness. Track percentage change over time, follower growth rate, Twitter sentiment, and clicks and reach by region.
Know what channels and campaigns are bringing you the social media ROI that you desire. The leading two benefits of social media marketing, reported by marketers, are increasing exposure (90 percent) and increasing traffic (77 percent). Turn to Zero Gravity Marketing in Connecticut, a results-driven, full-service agency, to optimize your social media strategy and improve your social media ROI today.
