7 Key Social Media ROI Measurements

Social Media ROI

Social Media Return on Investment (ROI) is a topic sure to get more attention as more companies slowly but surely learn to leverage the power of “Social Media” for growth.
Moving your organization into the “Social” World is not an easy task.  Social will only have a long term lasting impact if you measure and take action on results.
There are multiple levels of activity that need to be measured in order to know how well you and your company are doing by activating “social” across your organization. Here are some of the more important measurements but this is not all of them.

How Many Posts Do You Need To Post Per Week?

1. How many posts do you put on company social platforms per week, you know those icons on your corporate website?
– Is it 1-3? This is not good enough
– Is it 3-5? Getting there
– Is it 5-10? Now you’ll get some traction!

• The only way to keep the platforms engaged with you, is to engage with them! Each channel is different, and your strategy needs to reflect your prospects activity. Are you aware of how active your company is? If you don’t know you should!!

2. How many of these “social” posts were shared and targeted (account-based marketing) by your frontline teams?
– Is it 10 – 20%? This is not good enough
– Is it 20-50%? getting there
– Is it 50-80%? Now your getting results

• The first step in getting engagement is being engaged! Your team, who is interacting with their customers regularly (right?) and has made those personal and network connections with your customers (right?), needs to be bringing your company’s content to your customers attention. Are they clicking that “Like” button?

3. How many of these posts are being tracked for their results by way of the activity they develop?
– Is it none? Than why are you doing them?
– Is it some? why not all?
– All, good.

• Your marketing team and your sales team should be working together, just as they do for inbound inquires, to ensure that your online interactions are being followed up with.

4. How many of your team are actively following up on your shared content and what is their level of engagement?
– No idea as we don’t ask. This is not good enough
– some but not sure of the actuals. Still not good enough
– We track all of them and can see the activity for all posts, shared and targeted. That’s the right answer!

• It’s very easy to know who’s engaging with your content, and who isn’t — so long as you are active yourself!

5. How many posts do your front-line people put up on their own / week?

• The answers here will depend on their roles, but for dedicated sales people it should be no less than 5-10 total posts / week with all of them targeted
• If this is not happening, you have a serious problem. If they do not have a strong online presence, either does your company and any no ROI for you!

6. What are the results of your team’s social efforts with their own content?
– We have no idea as we don’t ask. WRONG!
– We are not sure of actuals, but they say their getting results.  NOT GOOD ENOUGH

• These need to be tracked and measured across the board, if you are not sure how do this, let me know and we can provide some great tools and advice.

7. Lastly and most importantly. What is the value of the new sales you have developed by adopting social across your company?
– We are not sure as we don’t measure. Again, then why are you doing it!!
– We think we are getting good results but not clear. This is a measurement issue.


How can you know what your ROI is, if you are not tracking your sales? Again, if you do not have these tools, ask me and we can help you with that.
Bottom line is that you should be able to put a dollar amount on your return for all your social activity. It’s not good enough to just be social! Ultimately the ROI will provide all the evidence you need but only if you measure all activities.

Written by Thomas Ross ​