A recent study by Mzinga and Babson Executive Education revealed that 86% of the respondents from a variety of industries have adopted social media for work purposes.
57% of them use it for marketing purposes while almost 30% use it for customer service.
It is always said that measuring social media ROI is essential for insights and accountability. But in reality, only 16% of respondents measure their social media campaign performance.
In other words, 84% of the professionals are using social media ignorant to its effectiveness.
Measuring social media ROI is tough but…
It’s tough but absolutely vital. Big corporations have the resources to measure ROI using customized tools for different campaigns. Small businesses on the other hand may find this a tough nut to crack. Nonetheless, some form of measurement has to be in place. Web Analytics can help track how each social tool fared in terms of web traffic related performance.
Additionally, qualitative methods like searching through Twitter and Facebook’s real time search engine can tell you how many times your brand was mentioned in a certain period of time.
Check this post to gain some ideas on measuring your social media ROI.
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