The document discusses how to properly measure the return on investment (ROI) of social media marketing efforts. It recommends identifying clear objectives and metrics upfront, such as key business outcomes, current measurement parameters, stakeholders, and the potential impact of social media conversations. Specific, measurable, actionable, realistic, and timed (SMART) goals should be set. Potential metrics include audience reach and engagement, sentiment, traffic and leads generated, and quality and speed of responses. Both external metrics like these as well as internal metrics around employee engagement should be measured to fully understand the ROI of social media activities.

1. Prayukth K V

2. “We haven't measured it!!”

3. MIT Sloan Management Review

4. SO, WHERE DO WE START?
If a company could reach 16% of it’s total following on a
social account with a single post/update. Assuming a 1%
click-through rate on the post and a 2% conversion rate
from visits to lead, the brand would need 1,250,000
followers to generate 250 leads.
- Nichole Kelly, Social Media Explorer
That’s indeed academic! In reality, measuring social
media RoI is not that straightforward a deal.

5. SET YOUR MEASUREMENT OBJECTIVES
 Identify outcomes: Identify a limited but substantive
set of business outcomes which can be created or
accelerated due to the social initiative.
 Identify current measurement parameters: SLAs,
problem resolution, modified features, customer
satisfaction etc.
 Identify stakeholders: isolate sources of most reliable
input and feedback.
 Identify conversation priorities: to grade
conversations
 Identify impact: potential impact of social conversations
on the functional organisation
 Identify change: brought about by your social media
presence on internal and external on key stakeholders
 Identify tangible and intangible goals

6. WHAT TO MEASURE? GET SMART.
 Specific. Be specific in target results. Such as use
numbers and verbs — change, improve, complete,
perform, etc. — when setting goals.
 Measurable. Have a way to measure progress.
 Actionable. Goals should be achievable by those
assigned to work on them.
 Realistic. Consider available resources and skills
to make sure goals are not impossible to achieve.
 Timed. Set a deadline or timetable by which goals
should be achieved.

7. MEASURING - EXTERNAL
 Derive metrics primed for social media
 The approach should be based on
 Audience
 Reach
 Engagement (quality and quantity)
 Sentiment (created/altered)
 Feedback
 Content demand generated
 Web traffic generated (click throughs)
 Call to action answered
 Social leads
 Negative/avoidable conversations prevented
 Positive/desirable conversations generated

8. TRANSLATED!

10. MEASURING – INTERNAL
 Response times to a conversation/request
 Quality of response – measured in degree of
satisfaction of the social constituent
 Time taken to incorporate feedback
 How employees are engaging with your brand on
social media

11. GET IT RIGHT THIS TIME!
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Information is provided for academic purposes only