Measuring is knowing, also online
Posted: Mon Jan 06, 2025 10:27 am
So measure what is relevant and measurable. Only then will you have the true ROI of social media. At the macro level, that is quite difficult. The book by Olivier Blanchard with the (yes, very appropriate and not surprising) title Social Media ROI , focuses on measuring at the macro level. Where you have to pay close attention to eliminating the results of your other media efforts (such as radio, TV and print) and your presence in the media (negative or positive messages) in order to measure the 'clean' ROI of social. A complex process.
On a micro level it is easier. Google Analytics, Bitly, Facebook Insights and many social media monitoring tools make it easy to measure the impact of a few messages or a campaign. Plus to compare it to the (financial) investments.
However, you can only measure your investments if you have determined your objectives in advance. If you do not do this, you are justifying your efforts and are steering on the wrong metrics. An increase in the number of likes or followers is nice, but ultimately you want people to purchase your product or use your service: from exposure to action . belgium phone data Want to go one step further? Then you measure the profit per website visitor via social media. Or the cost savings per resolved issue (in the case of customer service). Or… fill in the blanks.
Which approach do you choose?
Are you sure that the use of social media will ultimately pay for itself? Or do you really need hard figures? Do you see that the market is already further along and you have to keep up? Every situation is different. But after this reflective article, here is some advice: if you opt for the just do it approach, you no longer have to worry about the speed at which the competition acts on social media. And measuring? Keep it manageable. Measure your campaigns and various channels, but don't go overboard with measuring the ROI at corporate level. Convince your superiors with the ROI of campaigns at micro level.
Do you have any more great social media ROI quotes? Or do you have an opinion about social media ROI that you would like to share? Put it in the comments!
On a micro level it is easier. Google Analytics, Bitly, Facebook Insights and many social media monitoring tools make it easy to measure the impact of a few messages or a campaign. Plus to compare it to the (financial) investments.
However, you can only measure your investments if you have determined your objectives in advance. If you do not do this, you are justifying your efforts and are steering on the wrong metrics. An increase in the number of likes or followers is nice, but ultimately you want people to purchase your product or use your service: from exposure to action . belgium phone data Want to go one step further? Then you measure the profit per website visitor via social media. Or the cost savings per resolved issue (in the case of customer service). Or… fill in the blanks.
Which approach do you choose?
Are you sure that the use of social media will ultimately pay for itself? Or do you really need hard figures? Do you see that the market is already further along and you have to keep up? Every situation is different. But after this reflective article, here is some advice: if you opt for the just do it approach, you no longer have to worry about the speed at which the competition acts on social media. And measuring? Keep it manageable. Measure your campaigns and various channels, but don't go overboard with measuring the ROI at corporate level. Convince your superiors with the ROI of campaigns at micro level.
Do you have any more great social media ROI quotes? Or do you have an opinion about social media ROI that you would like to share? Put it in the comments!