Part 2 – What Social Media Agencies Don’t tell you about Measurement and ROI


Every time someone asks about ROI on Social Media, you either get a blunt shrug or an answer that makes you shameful for asking the question in the first place.

Social Media ROI

Social Media ROI  Courtesy – Jacob Morgan

“You see, Social Media is not about ROI. It’s about other benefits that are invaluable.”

“Wait a minute. So you’re saying that I put my money on the table, and forget about the returns, yeah?”

If you think from a brand’s perspective, none of this makes any sense (the argument that ROI on Social Media is not possible) nor does it answer any question.

When you’re in business, you ONLY have one thing to think about, and that’s ROI, social media or otherwise.

So, is it really possible to measure the ROI on Social Media?

Absolutely. We believe that, all social media campaigns should focus on ROI, if not anything else. And brands have to be clear about their ROIs in the first place.But there’s one relevant question that pops up.

Why would a company like Coke or Pepsi be on Facebook? Their ROI is sales, wasn’t it?

So does being on Facebook help these brands increase their sales? Well, may be yes, maybe not.
The point is what is your ROI?

It’s definitely Return on Investment by definition, but it is different for each brand.

For a newly launched electronic mobile brand, ROI might mean brand recall and immediate penetration to their TA (target audience), within a short period of time.

As for an Airline, it could be customer education about their products and services.

The point is that, ROI differs for every brand, and on social media, you have to define it clearly from the start of your campaign. And every campaign that is implemented should support it from the core. Or else, you end up doing things that do not make any sense to your brand or your expectations.

So, if someone told you, that ROI on Social Media is not measurable, you know you should argue and stop the blabber !

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