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Social media ROI is hard to measure, but using analytics tools can help

Posted on: December 3 2013 | Posted in: Client Help

One of the biggest challenges businesses face when getting active on social media channels is how to measure success. If time and money are being invested in social media efforts, then having a way to measure the return on investment (ROI) is important.

Unfortunately, unlike more traditional ways of marketing, social media ROI metrics aren’t always available in hard numbers. The value of social media is also measured in brand awareness, online community building and the impact it has on SEO – all of which are hard to measure on paper.

However, it can be done. Businesses can get a handle on how their social media efforts are going by looking at how many people their social media content is reaching, what the engagement numbers (likes, shares, comments) on their posts show, and the sentiment being shown to you via your online community.

There are many tools we use to measure your social media ROI.   We set up custom queries to view popular hashtags and how many users are talking about your business.  Viewing these stats also helps you reach more of your target audience.  You can also use the statistical programs that are part of the social media channel.  Facebook has Insights, and Twitter has Analytics. 

To view Facebook Insights, all you will need is more than 30 fans.  Their stats show when people are coming to your page, where those people are from, how old they are, what posts they are clicking on the most, and more. This information can be invaluable when you’re creating content to resonate with your target Facebook audience, and deciding the best times to publish it on your page.

Facebook Insights


Twitter Analytics

This dashboard isn’t nearly as advanced as Facebook Insights, but Twitter Analytics does help users by tracking new followers, people you just followed, how many mentions you have, retweets, replies and timeline activity.


Have you noticed that many people share short URLS that when clicked take you to content with a longer URL? They do this through a link shorten service, like Bit.ly.

Reasons why you want this:

-          It shortens the number of characters in a URL so that it saves space for other characters when tweeting

-          It looks cleaner when sharing on social channels

-          It tracks how many people click on that specific URL, what day they clicked it, where they saw the link, their location and more.

Google Analytics

Not only does Google Analytics give you great statistics about how your content is performing on social media, you can also use its Campaign Tracking service to monitor multiple online marketing campaigns.

Let us know if we can help you make the most of your social media campaign!

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