Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How to Really Identify Your Brand’s Social ROI [Infographic]

How to Really Identify Your Brand’s Social ROI [Infographic] Blog Feature

Carolyn Edgecomb

Talent & Office Manager, 7+ Years of Logistics and New Hire Management

July 15th, 2018 min read

As a digital marketer, you’re most likely spending a significant amount of time on your brand’s social media presence and following.

This is especially true if you’re responding to questions and comments in real time, posting photos and live videos, or sharing new content to your audience (which you should).

But let me ask you -- do you know if you’re actually gaining anything from your social media efforts?

Unfortunately, you could be spending a considerable amount of time and money without breaking even if you’re not careful. While social posts are great for generating likes and comments, sometimes, it’s hard to distinguish if your efforts have an impact on your business goals.

In this infographic from MDG Advertising, we’ll look at some of the trends and challenges brands face while trying to measure ROI and hopefully, help you change that!

The Biggest Challenges with Social ROI

When it comes to social media marketers typically face these four challenges:

  1. Proving social media’s impact on your company’s revenue.
  2. Being able to frequently publish compelling content.
  3. Defining a social strategy that allows you to effectively target your audience on each platform you publish on.
  4. Identifying how social media fits into the bigger picture and aligning it with business goals.

If you’re struggling with number 1, seeing a return on social media, you’re not alone.

44% of CMOs admit they have not been able to measure the impact that social media has had on their business. (Though this B2B method can be quite helpful.)

While brands are trying to measure this and other points, most of the analytics are limited to likes, shares, and views.

On many platforms, there aren’t a lot of metrics that allow marketers to attribute downloads, requests, and sales to social media -- especially if you’re only pulling metrics directly from the social platforms themselves.

Why Marketers Find it Difficult to Measure Social ROI

According to MDG Advertising, one of the biggest reasons marketers find social difficult to measure is because they aren’t incorporating additional social tracking tools.

Unfortunately, the clicks, likes, and shares many platforms show you are just a piece of the puzzle. You need to incorporate measurement tools like Google Analytics, Buzzsumo, Snaplytics, or Sprout Social to see the bigger picture.

How Marketers Are Measuring Social ROI

When it comes to social media, it’s important to identify your overall objective before looking at ROI.

Are you using social media to generate more website traffic? Generate leads? Expand your audience and reach? Generate sales?

Based on your objective, you’ll then be able to better determine which social media metrics you should be looking at.

Considering your goals might also consider implementing paid social. In this case, there are other metrics you should actively be monitoring such as audience reach and growth, clicks to your site, engagement, as well as the overall conversion rate.

While you might want to know how many likes and shares a post has, marketers also need to find meaningful data that actually reveals the effectiveness of social media.

Some metrics you should consider include:

  • Traffic to your website
  • Leads
  • Customers
  • Impressions
  • Number of followers
  • Brand mentions

You might not need to track all of the metrics mentioned above. You should be tracking those that are relevant to your social / business objectives.

It’s also important to make sure your reporting is consistent and that you’re using the data you gathered to tweak your social strategy to improve your metrics and capture the right audience.

Want to learn more about tracking your social performance? Check out the full infographic below and let me know if there are other metrics you’re actively tracking to determine social ROI.

how-to-really-identify-your-brands-social-roi-infographic 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE