The Top 10 Things You Must Know About Measuring ROI on Social Media Marketing

Jamie Turner and Reshma Shah, Ph.D.

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). Here are ten things you must know to measure the effectiveness of your social marketing campaigns.

1 Distraction vs. Attractions—One of the ways we keep ROI in our sights is by using something we’ve come up with called the social media management principle of distractions and things that are attractions. A social media ...