Since measuring ROI on organic social media posts can be a struggle for some, we asked marketers who are successfully measuring their ROI to share how they discover it. Here\u2019s what our marketers had to say.<\/p>\n\n\n\n
Use URL tracking<\/p>\n\n\n\n
To find your ROI on social media, you\u2019ll need to track how much traffic your posts drive to your website\u2014and ideally, how often that traffic converts to a sale. Jerry Haffey Jr. of Ambrosia Treatment Center says, \u201cThe metrics provided by social networks are useful within that platform, but it\u2019s challenging to make real-world decisions with that data unless you can calculate your ROI. When we share a piece of content, whether it\u2019s a blog post, an inspirational message, or a video, we use URL tracking. That way, we know the platform where they came from, and we can get a better idea about what is working and what isn\u2019t.\u201d<\/p>\n\n\n\n
Lauren Patrick of Motivo advocates for asking customers how they first came to know about the company, in addition to using tracking programs. \u201cWhenever we have a new lead come in,\u201d says Patrick, \u201cwe ask them, \u2018How did you hear about Motivo?\u2019 It\u2019s been great to hear, \u2018I saw your Instagram post\u2019 or \u2018I heard about you on Twitter.\u2019 Motivo connects pre-licensed therapists with a supervisor to get the hours needed for licensure, and it\u2019s been awesome to discover how active therapists, counselors, and mental health professionals are on social media. On the technical side, we use HubSpot, and the \u2018Sources\u2019 report integrates with Google Analytics to show how new contacts converted from social channels. Another tool I\u2019ve used before for marketing attribution is Brightfunnel, which is awesome.\u201d<\/p>\n\n\n\n
Engagement, or the likes, comments, and shares a post generates is a key measure of ROI on social media. Says Adrian Dolo of Team 15k, \u201cTo discover your estimated ROI, you first have to look at how many people actively interact with your content, and have clicked on links you might\u2019ve posted in the past. Also, the number of people that comment under your post, if not in engagement, can help you determine who is ready to be monetized. It is all about your engagement, that is why it is best not to fake it!\u201d<\/p>\n\n\n\n
According to Cristina Maria of Commusoft, \u201cAn easy way [to measure ROI] is to see how many posts per week you need and how long it takes your team to produce these. Then consider their $\/hour rate and compare it to your social media goals and how close you are to them. For example, if a 2% increase in social media website traffic referral takes 3 hours of work per week, then this has cost you 3 x $\/hour in sheer man-hours spent on the task.<\/p>\n\n\n\n
The tools built into Google Analytics and Facebook are extremely valuable for ROI tracking. Dustin Radin of Online Visibility, Inc. advises: \u201cMake sure you have Google Analytics set up on your website to track referral traffic from Facebook. Secondly, install the Facebook Pixel on your website and create custom events for specific pages you want to track. You can also create campaign tracking URLs in Google Analytics that will track clicks and conversions from specific buttons or links in your Facebook posts.\u201d<\/p>\n\n\n\n
Rio Rocket recommends multiple steps and measures for tracking ROI, across different content types: \u201cAccurately measuring your ROI and conversion rates on content is challenging, especially when we\u2019re discussing external content outside of your website. Since you don\u2019t have the benefit of analytics software when marketing content through outside channels, the strategy I have personally developed for both clients and myself is to embed incentivized tracking data into your content marketing CTA.\u201d<\/p>\n\n\n\n
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