Limited Time Offer: 50% off Individual Membership*

Transform your marketing and develop your career in digital

Keep up-to-date and learn new skills to develop your professional career with a complete system of information-packed guides, templates, micro e-learning courses, and a personalized learning plan.

Learn More

*New Individual Annual members only. Valid until 31st August 2019. Read More... Terms and Conditions This offer gives you 50% off our RRP price of Individual Membership (12x monthly payments) subscription. Membership must be paid in full upon sign-up for the year ahead and gives you unlimited access to all individual-level resources. Membership renews on the anniversary of your purchase and remains the same price for every consecutive year you remain a member. If you choose to cancel your membership, or let your membership lapse, we cannot guarantee the same offer. Offer ends 31.08.19. New Individual annual members only.

August promotion 2019
7 day money back guarantee
Explore our Social Media Marketing Toolkit

How to calculate the ROI of Social Media

By Expert Commentator 11 Jul, 2017
Essential

3 essential social media measurement questions, answered

Do Likes, Comments and Shares have value?

Numbers of likes, comments, shares are often dismissed as vanity metrics that lack real business impact. That’s true to an extent, but don’t be fooled! For some organisations - especially in B2B marketing - these metrics can be strong indicators of success or failure.

Most organisations just need to put these metrics into context, i.e. analyse their engagement rate and benchmark over time, or against competitors. And, of course, not all engagements are equal – Facebook comments, shares and tags, for example, are worth far more than Likes - as they drive stories in the newsfeed and can also act as valuable recommendations.

How should we approach reach/impressions and engagement rate?

Most of us want to know many people we reached and how many of those engaged with our content. But these metrics also offer a valuable quality check on the strength of our content and its appeal to our audience. Reach and engagement trends need to be benchmarked over time and monitored as the primary health indicators of your channels.

Remember: reach can be affected by advertising spend and a significant increase in reach will push your engagement rate down, so you need to be aware of cause and effect.

How can we measure the impact of influencers?

Influencer marketing has opened up a new space in analytics in which the focus is restricted to the impact a few, highly visible accounts have a larger audience – as well as each other. How this works is best demonstrated with an example…

At my agency, OST Marketing, we recently ran a campaign for Thomson Reuters in which our entire focus was on 30 influencers within the financial risk and compliance sector. Through our engagement with these individuals over a two month period we generated nearly 700 re-tweets and reached an estimated 1.3 million people within this very niche sector.

We used a specialist influencer marketing tool to track our engagements with these influencers, but also their impact on each other and their own audiences. This highly focused approach gave added relevance to our reach and engagement metrics and required us to consider a definition of ‘advocacy’, as the influencers gave positive endorsements.

These are just three of the questions we’ll be addressing in our webinar tomorrow. I hope you can join us for that.

By Expert Commentator

Start the discussion on our community and social networks

Turbocharge your results with our

Social media marketing Toolkit

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Social media marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Recommended Blog Posts

Popular Blog Posts