There’s been a lot of talk about how to justify social media marketing efforts. The most common question I get is typically, “what’s the ROI?” The answer is generally more complicated, but the short version has a lot to do with how the client company is already measuring actions and interactions.
First of all, how does your company define a conversion?
For some, it’s a prospect filling out a contact form. For others, it’s a direct sale. In any case, determining the direct dollar amount result tied to social marketing can be tough given the number of other factors in the way. If we’re being judged based on the number of contact forms filled out, we don’t like to be held accountable for end sales because so much of the effort depends on a company’s sales staff. We are happy to be held accountable for at least starting that conversation.
USA Today has a decent post detailing a few measurement goals, here. But keep in mind, there are a few generalities to be made in the article. What do you think?
