Determining the ROI of social media is always a topic of discussion. How do you measure the time and money you spend on this? Measuring new likes or followers is an easy way out. Does that justify your social media policy sufficiently? In this (extensive) article I describe which KPIs you can define to measure the results of your social media efforts in a relevant way. And why you should measure at all.
Insight is progress
What is the trigger for measuring your social media activities? There are many latvia phone number list possible answers to that. For example, giving account of your efforts to management. Or creating insight for a successful follow-up campaign. And secretly it also gives a nice feeling when you can admire the success of your work, right?
Four macro goals
All social media objectives you can think of are linked to one of four macro objectives, namely:
Exposure (visibility or branding)
Engagement (participation, involvement)
Influence (influence, virality)
Action (action, conversion)
Four-phase model social media objectives
As you can see in the diagram above, the actions or conversions in the last step are essential. They will ultimately create a financial impact and the real social media ROI .
Okay, let's go. The list of metrics to measure social media efforts is inexhaustible. The KPIs mentioned in this article are therefore subject to change. Nevertheless, I will attempt to list KPIs that are directly applicable or give rise to another (even better) indicator .