Apr 05 | Dana, Director of Public Relations
What’s the ROI for your social media effort? That’s the million-dollar question every business and organization would like to answer. It can be difficult to measure whether or not the time and resources spent on developing, building, and maintaining two-way communication actually produces quantifiable results for your organization. Here’s what you need to know…
First, understand what you are tracking and why. Do you want more people exposed to your message, product, or service; therefore, the number of likes or followers is important? Do you seek to increase audience engagement so more people have a greater understanding of your product or service, so comments and re-tweets are important? Are referrals and testimonials critical to your organization, so re-posts, check-ins, or pins are most important? Are you monitoring upticks in all areas during a promotion with specific start and end dates? Making sure you align your social media goals with your business goals helps you define what to track and why.
Second, identify the best methods to track the social media metrics you’ve chosen. This might require a third-party social media analytics resource, of which there are many with a range of costs, but it might not. For example, if you just want to track followers and interaction from posts, there are free sources that might be all you need. Ultimately, social media measurement is possible to fit within your budget, so you can be sure that whether your organization is at the level of social media novice, veteran, or somewhere in between, you are sure to measure ROI with an understanding of the most effective ways to do so.
At Patterson/Bach, we’re dedicated to finding the best and most cost-efficient ways to track your social media success, and sometimes that doesn’t mean spending big bucks!
Call Patterson/Bach for your social media needs at 407-645-1880.