The Ultimate Guide to Social Media Marketing

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There is no question that social media marketing is essential to the success of any business. A lot of strategies go into making social media marketing effective and one of the most vital is content strategy. Content plays a huge role in your social media marketing activities. This is why it’s vital to write high quality articles for your social media marketing

  • CHapter I
  • chapter II
  • chapter III

3.1 What Is Social Media ROI?

3.2 : Why Measuring ROI Is Important

3.3 : How To Track Social Media Engagement

What’s the use of spending resources on doing social media if you have no way of knowing how it benefits your business? Proving the power of social media helps you understand exactly what you’re getting out of social media. Proving the power of social media has to do with analyzing, measuring and reporting on every part of a brand’s social media strategy and activity, and clearly stating the impact it has on the brand.

Proving the power of social media is highly beneficial for any business. By proving the power of social media, you can find out exactly how well your social media efforts are working. Proving the power of social media helps you avoid wasting your resources on futile social media activities. This activity will help you gain new insights into your business and see opportunities that are available. Moreover, proving the power of social media helps address the issue of ROI on your social media investment.

Chapter 3.1: What Is Social Media ROI?

A lot has been said about social media ROI. In fact there has been a lot of debate as to what exactly social media ROI is and isn’t. The reason for this is that when it comes to social media ROI, things are not quite as they seem. Unlike a blog where you can simply track traffic and comments, social media has so many metrics that cannot be totally measured. Also a blog that lets you see exactly how much you’re making, it’s not the same with social media. You can’t say for sure how much a Facebook post or a tweet generated for you brand.

A survey by Convince & Convert showed that about 41% of companies have no idea whether or not their social media efforts are actually paying off. I believe that one of the reasons for this is because most of these companies don’t even know what to measure on social media. A lot of them are more concerned about numbers; number of followers, number of likes, number of shares or number of comments. However, social media ROI is beyond just these metrics.

So what is social media ROI? There are a thousand and one definitions out there about social media ROI. However, I personally define social media ROI as the relationship between the amount or money and resources spent on social media activities of a brand and the returns that brand gets as a result of these activities in comparison to the objectives of that brand. So your social media ROI would be how much you’re getting out of your social media efforts in comparison to resources invested and the objectives you have.

Chapter 3.2: Why Measuring ROI Is Important

Saying that measuring social media ROI is important is nothing short of a rude understatement. The reason for this is that without knowledge of your social media ROI, you’re basically pouring water into a basket. Measuring your social media ROI is almost as important as running your business itself.

Better Understanding Of Your Business

Measuring your social media ROI gives you a more solid understanding of your business especially in terms of operation, financial capability and even relationship with customers.

Understand Your Results

Like I earlier mentioned, social media ROI isn’t cast in stone. Social media ROI means different thing to different businesses. Measuring your social media ROI will help you better understand your own social media results. It would also help you to clearly define exactly what social media ROI means for your business.

Determine The Best Platform

The fact is that your organization is bound to perform better on one social media platform than others. Measuring your social media ROI across platforms will help you determine exactly which social media platform gives you the best return on investment.

Measure How Your Business Is Meeting Up With Its Objectives

I assume that every smart brand has an objective set out before ever going into social media marketing. Measuring your ROI on social media helps you identify exactly how your social media efforts measures up to your social media objectives.

Identify Business Challenges and Opportunities

Identifying the challenges and opportunities of a brand is one of the vital ways to improve the business and make it more profitable. Measuring your social media ROI will help you identify loopholes in your business and also maximize the opportunities available.

Serve Customers Better

By measuring your social media ROI, you’ll discover what works and what doesn’t. By determining what works for your brand, you can commit more money to the things that actually satisfy your customers.

Save Resources

Many businesses waste a ton of resources on social media everyday because they either don’t know it’s important to measure their social media ROI or they simply ignore it. The thing is that if your don’t measure the returns your efforts and investment in social media is giving you, you’re going to end up wasting resources on activities that aren’t beneficial to your brand and probably ignore the ones which are.

Chapter 3.3: How To Track Social Media Engagement 

Engagement on social media is a key metric for determining how well a brand is performing on social media. According to Hootsuite, “Engagement metrics showcase audience action, which is important for social media health and growth”. Engagement shows how well you content is performing on social media and how well your audience are connecting with your brand on social media.

Despite the fact that these platforms have different metrics for measuring social media engagement, there are general steps to take when tracking engagement on social media.

Use Analytics

Virtually every social media platforms comes equipped with an inbuilt analytic tool that helps you know exactly what the activity is on your social media page. If you’re looking to track engagement accurately on your social media pages, then you should pay close attention to the results of these analytics. Whether you’re using Facebook or Twitter dashboard to check engagement on social media, you have to pay attention to your analytics especially in relation to content or time.

Analyze Actions On Page

What actions are being taken on your social media pages? Are people leaving comments? Are they liking or sharing your posts? One way of know exactly how well or how much your audience is engaging with your brand on social media is by analyzing the actions taken on your social media pages.

Review Key Metrics

Like I earlier mentioned, every social media platform is equipped with some basic metrics for measuring engagement. Some basic key metrics for tracking engagement on social media include likes, comments and shares. You can review these key metrics according to number or quality. I advice basing your metrics review on quality. The reason for this is that your post could be liked by people who didn’t even read or aren’t interested in your brand as a whole. When you review key metrics by quality, you’re able to identify likes, shares and comments that really matter to your brand.

Analyze Comments

It’s not enough to just review key metrics. You also have to spending time analyzing the comments on your social media pages if you want to track engagement effectively. Comments reveal a lot about how your audiences are connecting with your content on social media. These content could even reveal other opportunities for creating even more engaging content. Spend time reviewing the comments on your social media pages if you want to get a more in-depth view on audience engagement.

Analyze Time Spent On Page

Another way to track engagement on your social media pages is by tracking the time visitors to your page spend. The best way to go about this is to review the average time your audience spends on a specific post. So instead of just getting a general report on time spent on your pages, you can focus on identifying the best performing content by focusing on analyzing time spent on each post

Carry Out Sentiment Analysis

Sentiment analysis is another great way to track engagement on social media. A lot of social media managers are unaware of the term sentiment analysis and how much it means to social media. What is sentiment analysis? According to BrandWatch “Sentiment analysis – otherwise known as opinion mining – is a much bandied about but often misunderstood term.

In essence, it is the process of determining the emotional tone behind a series of words, used to gain an understanding of the attitudes, opinions and emotions expressed within an online mention.” Sentiment analysis takes your behind surface engagement tracking to an in-depth engagement analysis that lets you see not just what how your audiences are reacting, but also why they reacting in a specific way.


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Heather Hart

Heather Hart

Operations Manager at $99 Social
Heather began working with $99 Social in April 2014 as a content writer, but quickly moved into a customer support role, then to Operations Manager in May of 2017. She loves exploring different artistic mediums, including copywriting, drawing and painting, website coding, and helping people succeed.

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