Making sure you get a ROI on social media for clients

When putting a marketing or PR strategy together for clients, social media is on its way to taking up the number one spot at the top of the to do list.

As we all know, social media is a key engagement tool for both B2B and B2C companies but how do we show our clients that a simple well thought out social media strategy, can deliver ROI and contribute towards the businesses overall goals. If you want your efforts to be taken seriously, it’s crucial to prove their worth.

Once you have established the purpose of using social media for a client (whether this be to increase engagement with targeted audiences, increase sales or to simply share the work they are doing, the next step is to set goals and define KPI’s.
Key examples of social media metrics to track include:

  • Engagement – shares, likes and comments on posts
  • Reach – the measurement of how content is spread across various social media channels
  • Leads – potential new customers
  • Conversions – leads that turn into customers

The next step is to select the correct tactics and measurement methods so you are able to SHOW your results.

So for example if goal number one was to increase social media engagement then the social media metrics to measure will be: Likes, Shares, Comments, Retweets, Mentions, Favorites.

If goal number two was to increase brand awareness then the best way to measure this is to look at: Follower growth rate, percentage change over time in followers, Twitter sentiment, reach by region, clicks by region.

The ability to track should be built into everything you do on social media, so you always have a clear metric to show the success of a campaign.

Creating a report to present the data in an easily digestible way allows you to simply and effectively share your ROI on social media with clients.

Checking various social media metrics frequently—often daily- ensures that your social media goals are being met and if they aren’t being met, make small adjustments. The lifecycle of social media campaigns is often very short, so you need to stay on top of the data as it happens.

Always remember to look at what was being done before and use this as a tool to show how far you have helped their social media channels grow.

Written by Shoppertainment, co-sponsors of Prolific North Live 17’s ‘Communications Suite’