How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI

2. Aligning Social Media to the Sales Funnel

Executives care about impact on sales volume, revenue, and cost. Management teams need to understand how social media is affecting the bottom line to give their full support. Why? Because they are held accountable for the company’s bottom line. So, if you can show them how social media fits into their ability to achieve bottom line results, a light bulb goes off, and they start to get it. Everyone would love to walk into their management team and say, “So I want to try this new thing...it’s, uh, called social media...I’m not sure what it is going to, like, deliver to, you know, the company...but my friends tell me it’s, like, pretty awesome...so, like, can I have permission to go play on Facebook?” ...