Measuring Marketing

Chapter 70 Deductive Social Media Return on Investment

Measurement Need

To assess if the social media efforts are yielding a positive return.

Solutioni

The methodology is a sequence of succeeding measures, as illustrated by the example below.

Marketing creates a social media campaign to emphasize a new promotion for its company’s product. The projected per unit profit is $35, and the cost of the social media campaign is $1,500. Twitter is used to send out ten tweets designed to inspire the target audience to visit the company’s website.

Step 1: Determine the unduplicated audience reach of the ten tweets. In this example, we will assume 250,000 people are the target.

Step 2: Estimate the percentage of the target audience that will actually ...