How to measure the success of our investment in Social Media Marketing?

December 2, 2008
2 Comments

Peñarroya Montserrat

10 metric to follow to control your ROI of Social Media Marketing (SMM).

One of the problems of Social Media Marketing (SMM) is that it is difficult to measure the ROI of the shares are held. The usual metrics Digital Marketing and eBusiness can not be applied in the SMM. So you have to look for other metrics, or settle for not measure ROI. Since the latter option is not acceptable under any point of view, let's see what we could use metrics to measure the success or failure of our investment in Social Media Marketing.

1. The size of our social network.
One of the main objectives of having a presence on Social Media Sites (SMS) is to achieve a communication environment with the maximum number of people forming part of it, we begin to measure this. Metrics to follow in this case would be:

The number of members of our social network
The growth rate of our social network

2. Customers
Another objective of our presence in Social Media Sites is to get commercial or directly, new customer contacts. So it makes sense that this metric also part of the analysis:

Number of business contacts made in the Social Media Sites (SMS)
Number of clients achieved in SMS
Conversion ratio: number of customers or contacts / number of members of our network

3. Participation in Social Media Sites
Following the objectives that justify our presence in the SMS, we see that one of them is to get the maximum information about the behavior of our users or our target audience. Therefore, it makes sense that we measure everything that is related to this goal:

Minority interest in our social network (as questions, comments, greetings ... whatever, but it has been done by someone who is not us).
Recommendations or invitations third to our network.
Number of "new ideas" or "good ideas" we have obtained thanks to the participation of our clients or our target audience, and that will improve our products or services.

4. The mark
Our participation in the SMS also aims to achieve greater brand awareness. Therefore, we should also look for metrics that show us our evolution in this regard. Some of these metrics include:

Sometimes we cited in other SMS or on other websites in general (it is easy to control it with Google Alerts, or just looking for references to our brand, on Google).
permanent links to our blog, our SMS or tool you're using to participate in Social Media Sites.

So we can see that the task of controlling the ROI of our investment in Social Media Marketing is simpler for us and seemed to have metrics that help us track our presence in Social Media Sites.

If you perform actions Social Media Marketing (SMM) do not forget to integrate these 10 metrics on your scorecard.

Peñarroya Montserrat

Especialista en estrategia en Marketing Digital y en Digitalización de Procesos. Ayudo a las empresas y a los territorios a desarrollarse gracias al uso de Internet en sus estrategias empresariales. Imparto conferencias, formación y consultoría desde hace más de 20 años. Directora de Programa del Grado de Emprendeduría Digital (Digital Business) de La Salle - URL. Mi ADN digital proviene de Intercom (creadores de Infojobs, Softonic, eMagister, Solostocks, entre otras empresas). Creé mi primer sitio web en 1994 y fundé mi primer negocio online en 1998. Estoy a tu disposición para lo que necesites. Let's talk.

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2 replies

cristina says:
5 December, 2008 at 12:24 pm

Good afternoon Montse,

This morning I had the privilege of you to do me a master class on electronic commerce.

Among all the various subjects which includes mk and the company could argue that this is the month that always put me ass.

I have to thank you for opening my world and help me understand. You have a way to tell and a passion that is inevitable "reform" to your listeners.

So far I have devoted to the subject of the brick (for my family more than anything) but now, given the situation and my father retires I found the opportunity to return to an advertising agency that really is what m 'passionate.

I started one day and the next day sent me to listen to me go updating. I tell you all this because I would love to participate in these courses you do that last a week to train me well in these subjects and thus provide good services to our customers, not just selling design. I could tell when your next course (albeit ny) to attend to see?

In addition to the conference have said that maybe early next year we propose from here. You have already recorded or that is yet to be determined, it is only possible to assess the expected move me or wherever you do.

I hope you know forgive my intrusion and stolen you not too long.

Thank you again,

Cristina Puigpinós