How to Measure (ROI) Social Media Campaigns in 2021

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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:

  1. Product sales or qualified leads. New customers acquired. Not included: “converted leads” which are the responsibility of the sales organization or account manager.
  2. Increased revenue, and/or market share.
  3. Content Post CTR (Click-through rate) through Social Media platform.
  4. 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?

  1. 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.
  2. Amount of relevant people handling digital content.
  3. 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.
  4. ReTweets
  5. Impressions
  6. Likes
  7. Connections

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.

How to Measure (ROI) Non-Tangible Social Media Campaigns

Before starting any Social Media effort you must DEFINE your goals and targets.

Basic Social Media Campaign KPI’s (Tangible) measurements:

1. Product sales or qualified leads. New customers acquired. Not included: “converted leads” which are the responsibility of the sales organization or account manager.
2. Increased SERP ranking.
3. Increased revenue, and/or market share.
4. CTR (Click-through rate), etc.

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?

1. 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.
2. Amount of relevant people handling digital content.
3. 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, SERP rankings, 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.