MCSMN Blog

February 6, 2013

Basics of Social Media ROI

By Chris Boyer

Basics of Social Media ROI introduces ways to measure the effectiveness of social media strategy plus how to understand behavioral, attitudinal and financial metrics. The module also outlines three ways to begin measuring the ROI of social media.

Watch
Watch the video embedded at the bottom of this post.

Assignment
Write down a list of the social media sites that you plan to use in your strategy, and identify the metrics you plan to track (i.e. comments on blogs, likes, RT's, etc.). Categorize them into the type of metric it is: behavioral, attitudinal and financial. Try to identify at least one financial measurement.

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Tags: Learning Modules

There are many ways to identify metrics but don’t forget to benchmark them. I created a comprehensive ROI measurement table for an upcoming social media campaign, which should impress leadership — thanks!

Useful as a starting point – but a quick case study would be far more useful.

Behavioral: Number of people who have followed the Facebook page
Attitudinal: Engagement (Replies, retweets, mentions, favorites)
Financial: Increase-satisfaction & loyalty (Membership)

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