Chapter 20. How to Measure a Social Media Campaign
WHEN YOU THINK ABOUT IT, THE ONLY TRULY IMPORTANT SOCIAL MEDIA METRIC IS GOOD OLD RETURN ON INVESTMENT (ROI). EVERYTHING ELSE—TRAFFIC, COMMENTS, FOLLOWERS, LEADS—IS JUST A STOP ALONG THE WAY TO ROI.
Without a positive ROI, there’s really no reason to run a social media campaign (unless you’re doing it just for kicks). If your social media campaign doesn’t have a positive ROI, it won’t be long before you get a knock on the door from the CFO or CEO telling you to shut the whole thing down.
It’s a good idea to keep ROI on your radar screen at all times. It’s easy to get distracted by the minutiae of running a campaign, but ROI should be front and center in everything you do.
One of the ways we ...
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