Did you know that more than 60% of consumers today rely on social media before making a purchase decision? And about 71% of such consumers will more likely make a purchase based on referrals from the social crowd. That goes to say, that a lot of your business success rides on your social media presence.
Needless to say, social media activities are a big investment for businesses and it is essential that you measure your social media ROI to get a fair assessment of your efforts.
Measuring and managing social media ROI
To assess the results of your efforts, you must first set your decide what you want to measure- Brand awareness (traffic/followers) or lead generation or sales (conversions). Accordingly, you can measure each KPI.
Here are a few things you can start with:
Website Traffic – Are your social media activities increasing your site traffic? Do you have more returning visitors or new users? If you see a constant increase in the traffic, then you should continue with your strategy. If not, then you might need to relook at your approach.
Followers – Do you see an increased number of followers on your social media page? Is it because of your regular marketing efforts or a particular campaign? Although more followers do not directly translate to increased sales, an increased outreach would mean brand loyalty and more awareness, which can prove to be beneficial in the long run
Conversions – Is your social presence resulting in increased sales? Or is it a particular campaign that leads to conversions? Look at your Page Analytics data to determine your leads and what is driving them.
Know your numbers
The numbers that you extract can tell you a lot more than direct results of your effort. You can also analyze the data on engagement, reach, impressions, views etc. Once you have all the data, compare the numbers (results) against your expectations and that of your competitors.
To monitor all your social media activities, you can either use the inbuilt tools provided by each platform or use comprehensive analysis tools like Google Analytics.
While you might be doing everything to boost your social presence, the dynamics of social platforms keep changing almost every day. With the help of a social media company and industry experts, you can enjoy increased ROI from your marketing investments