Before starting any Social Media effort you must DEFINE your goals and targets (KPIs). A lot of these KPIs you can track from a CRM like HootSuite, HubSpot, Salesforce, or Sprout Social.
Basic Social Media Campaign KPI’s (Tangible) measurements:
- Product sales or qualified leads. New customers acquired. Not included: “converted leads” which are the responsibility of the sales organization or account manager.
- Increased revenue, and/or market share.
- Content Post CTR (Click-through rate) through Social Media platform.
- Site traffic (clicks back to website from a Social platform) or “sessions” by Social Media source
These are just a few basic metrics that you can use to measure your Social Media campaigns. So how do you measure the ever important “non-tangible” Social Media ROI?
- The quality of “buzz” or change in sentiment. Think Twitter buzz or the quality/quantity of blog feedback/comments. Develop an in-house engagement metric.
- Amount of relevant people handling digital content.
- Amount of “followers” or new members after a social media campaign. Not everyone’s social media goals is to sell product. Could be a branding goal or a service type goal.
In the end, Social Media campaign goals must lead to increased revenue, SEO rankings (Google, and Bing are using “social signals” to help them rank), leads, branding/loyalty, or better service. It’s easy to present the tangible information to your boss or client. Make sure the non-tangible information is measured as well.