2. Why is it critical to quantify and measure ROI on social media?

Social media is so widely used across the globe that is essential to almost any business when creating a marketing strategy. Despite this, the return on investment of social media campaigns is difficult to measure. For example, you can’t definitely associate a particular facebook post with a physical purchase or online conversion. Rather, you usually have to put faith in indirect measures and hope that your efforts are yielding results. This is why so many marketers fail to accurately quantify social media roi. Luckily, there are ways to analyse your social media activity and measure the added value to your business and marketing efforts.

Today’s environment has become extremely competitive as businesses have started vying for audiences’ attention. The reason behind this is social channels are becoming the go-to source for consumer purchase inspiration. Truth be told, social media channels inspire around 37% of buyers to make a purchase. As a result, businesses have started to put in more and more budget into social media campaigns to make it stand apart. But, what kind of results are they getting in turn? to prove this, you should calculate your social media roi which many organizations cannot quantify. Further, a report from mdg advertising says, around 28% of marketing firms battle to quantify the impact of social media campaigns.

By angela hausman 3 comments this week i continue my series of posts on return on investment (roi) to support your investment in social media marketing. You can find an earlier one with the titillating title, why it’s stupid to measure roi. I’ve devoted a lot of space on this blog to discussing roi because it’s a critical topic and something that most traditionally trained marketers are unfamiliar with since it’s hard to demonstrate the roi of traditional media campaigns. Most recently, i posted concerns that social media marketing isn’t generating the kind of roi users hoped for. Whether marketers achieve rewards from their investment in social media marketing is a perennial question asked of marketers (and increasingly by others within the organization) as a means to not only show the value of this marketing strategy but to offer insights to help improve performance.

3. How do you calculate social media ROI?

Social media is the fuel that powers the marketing strategies of brands. As per the gartner inc. Report, businesses spend close to 8% of their entire marketing budget on social media for customer acquisition and engagement. Determining return on investment (roi) from social media activities is, thus, crucial for companies to understand the effectiveness of social media marketing, to gauge the benefits and lacuna and to tweak the strategies accordingly. However, many a times, measuring roi from social media activities turn out to be difficult because of the failure of the companies to tie social media goals with business outcomes, lack of tools for measurement of roi, and because of doubts about the credibility of data collected.

Scroll down to the infographic below to learn everything you need to know about how to calculate your video marketing return on investment (roi). When employed strategically, video marketing can result in big benefits for your business. Time and time again, studies have shown that well-made videos offer an excellent return on investment (roi), resulting in increased brand awareness, lead generation and conversion rates. But how can you measure this? to be effective, the marketers of today need to take a data-driven approach. This means identifying relevant metrics, measuring your performance, learning and tweaking future output accordingly… all the while remembering the very important words “return on investment.

Use built-in measurement tools. A lot of digital tools you can find these days provide you with metrics and figures for campaigns, which is a good place to start. For example, qualifio offers a performing statistics module to help you to assess and track the success of your marketing campaigns. You will find all the statistics and details of your campaign (number of games, data of all participants, opt-in rate, social media likes and shares, etc. ) and the possibility to export them into an excel file or to push it automatically to your database. All those hard data tell you where your digital marketing efforts are successful or what your audience cares about and where you need to make changes or spend more money.

When tracking the roi of social media channels, most marketers refer to the costs of their content development, content distribution, and the costs of advertising.

6. How to report on social media performance and ROI

Setting goals for your social media campaign will play a direct role in determining what needs to be measured to calculate your social media roi. For example, if your goal is to get email subscribers, then that’s the metric that will drive your performance analysis. The number of social media followers you receive, though an added benefit of the campaign,  would not drive your social media roi in this particular case. Yes, at the end of the roi journey, it’s mainly about the amount of paying customers you’ve created. But social media has opened up an entirely new world of marketing goals, from increased brand awareness to higher search engine rankings, to engagement rate increases, and many more.

Many technology solutions exist to measure and optimize platform-specific and channel-specific marketing roi and according to nielsen’s fifth annual marketing report, era of alignment , 64% of global marketers feel confident in their ability to do so. Most marketers reported they were extremely or very confident in measuring specific roi of social media (64%), online video and  mobile (59%) and search (58%). When it comes to gaining a holistic view of roi across the entire funnel, however, that confidence diminishes. While nielsen found marketers spent more than half of 2021 ad budgets on digital channels, and plan to increase that spend significantly over the next year, their confidence in being able to prove full-funnel roi drops to 54%.

Testing is a vital part of improving your digital marketing roi. Not only does it help you improve the performance of individual digital marketing campaigns. But it can also help you discover new insights that can be applied to your broader digital marketing strategy. The only way to know for sure which elements of your digital marketing campaigns are impacting your success is to test them. You can run a/b tests on different aspects of your digital marketing campaigns to see which elements provide better results. From email marketing to social media content to ppc ads, every element of your campaigns can benefit from thorough testing.

Measuring social media roi is something your business should regularly be doing. The easy way to do this is by looking at google analytics. Google’s analytic platform can not only highlight which social media platforms are sending the most traffic to your site, but it can also highlight the finical social roi for a specific campaign. Another way to measure your company’s social roi is to work with a marketing agency that tracks this information for you and compiles it into a monthly report. This is what we do for our clients. We handle the creation of your social media strategy, the management of your profiles and ad spends, and we create monthly reports that showcase the results of your goals and our efforts.

7. Key Statistics About Social Media ROI

Social media examiner. (may 11, 2020). Share of global marketers who believe they are able to measure their social media marketing roi as of january 2020 [graph]. In statista. Retrieved may 23, 2023, from https://www. Statista. Com/statistics/259334/ability-to-measure-social-media-marketing-roi-worldwide/ social media examiner. "share of global marketers who believe they are able to measure their social media marketing roi as of january 2020. " chart. May 11, 2020. Statista. Accessed may 23, 2023. Https://www. Statista. Com/statistics/259334/ability-to-measure-social-media-marketing-roi-worldwide/ social media examiner. (2020). Share of global marketers who believe they are able to measure their social media marketing roi as of january 2020. Statista. Statista inc. Accessed: may 23, 2023.

4 best practices for brands to use AI in social media

Let’s be real: organic social media is only one piece of the conversion funnel. While it can definitely help increase sales, the primary return brands should expect to see from organic social media is related to more top of funnel initiatives, like increasing brand awareness or fostering a relationship with their current audience. So if your client isn’t seeing the social media roi they were anticipating (usually when this happens, it’s sales related), ensure they have a holistic marketing strategy in place that leverages multiple channels in tandem in order to accomplish the brand’s established goals. With a holistic marketing strategy, each channel (ie organic social media, paid advertising, email marketing, influencer marketing, web design, etc.

Cloutflow is a cutting-edge platform that simplifies the process of measuring roi and roas in influencer marketing campaigns. Its new features seamlessly integrate with google analytics, allowing marketers to track roi and roas just like they would with google ads or facebook ads. With cloutflow, it's easy to post an influencer campaign, allowing influencers to apply to participate. Once the applications are received, brands can shortlist the influencers they'd like to work with and send them detailed briefs. Influencers then create and upload content promoting the brand's products or services on their social media platforms.