How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI (Que Biz-Tech) by Nichole Kelly

Author:Nichole Kelly [Kelly, Nichole]
Language: eng
Format: mobi
Publisher: Pearson Education
Published: 2012-10-09T14:00:00+00:00

The second dashboard allows the management team to dig a little deeper into the social media metrics, while still providing a high-level overview.

You’re probably asking the same question that all marketers ask: How in the world am I going to connect a tweet to a sale? That, frankly, is the holy grail of social media measurement. If you could connect your results to revenue, you could answer the big return on investment (ROI) question. But the answer depends on several factors.

The first factor is your CRM system and whether it’s connected to your web analytics package. If it is, you’re in luck. With a few minor tweaks in how you publish content, you can pass the right data into the CRM system to pull reports. If it isn’t connected, you have to accept that you can’t get to revenue right now. You can, however, get to cost. You know how much you’re spending. And if you are using Google Analytics on your website, you can track all the way through conversion of a lead. This book touches on the nitty-gritty of that later, but rest assured—there’s a way to get the data you need.

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