One of the barriers to Social Media marketing investment is the insufficient metrics to measure the impact. That said, I have compiled a quick list of ROI metrics for Social Media. Use them in your campaigns or use them to convince management to make that resource marketing investment.
- Audience engagement rate
- Organic mentions, like @mentions
- Site traffic (clicks back to website from a Social platform) or “sessions” by Social Media source
Take a look at the above metrics. Does your leads or new client acquisition correlate with the metric data? Keeping track of the data will give you an idea of whats working and whats not working in your Social Media strategy. Metrics are important because they tell if you a campaign or marketing strategy is successful over time.