TheBrandBuilder takes a look in the infographic below on how marketers determine social media ROI.
View the full infographic and more insights at TheBrandBuilder.
Even if, for many, current measures of social media marketing effectiveness are still basic, the goal of such programs has gone far beyond simply gaining followers and “likes”.
Research by Awareness found that better customer engagement was a top business objective for social media. Of respondents, 78% cited that as a leading business objective.
Most marketers know that company executives want to be able to measure marketing tactics and campaigns. But as the marketing mix evolves and becomes more interconnected, this has grown more challenging.
- 82% said their executives expect every campaign to be measured
- Only 47% of US marketers believe they can effectively measure the return on investment of email marketing, and other types of marketing saw even smaller percentages. For social media marketing, only 26% of marketers think they can effectively measure ROI.
- When it comes to the challenges of online marketing, measuring which keywords drive either the most clicks (40%), the most online conversations (40%) were cited by marketers as challenges.
Read more on what this study found were common challenges in measuring social media marketing success at emarketer.
In the past year most major airlines have made the initiative to take off on social media, launching a variety of social efforts to connect with their fliers. In lieu of the recent news about American Airlines, the importance of social media to the aviation industry is more apparent now than ever.
For anyone that is still questioning the power of monitoring social media, take a look at American Airlines.
It was announced in October that based on Amplicate’s social media analytics report that American Airlines is the most hated US airline, with 90% negative feedback.Â Now, American Airlines is filing for bankruptcy.Â Could Social Media Have Prevented This?
Traveling and flying are relatively stressful experiences for most. Most US airlines make little effort to alleviate that stress and fliers are not afraid to share their frustrations and woes on the social network of their choice.
The following infographic details how airlines allocate resources to social media:
View the full infographic and learn more on how airlines are using social media at socialmediatoday.
How can customer care better integrate with other functions across a company, like marketing?
How can an organization take the efforts of one or two pioneering individuals and employ it brand-wide?
How can social media be used to mitigate negative posts or a brand crisis?
These were three big questions nearly every brand was struggling with at the Social Media Customer Care Summit on October 27th.Â Throughout the day, there were many ideas and lessons offered on these tops.Â Here are a few of the highlights:
1. Donâ€™t allow any one team to own social media.
2. Go through the experience to really get it.
3. Help your customer service people feel like rock stars.
4. Get top-level buy-in through stories and data.
5. Find your ROI formula to justify your own existence.
6. Consider and leverage employeesâ€™ personal passions.
7. Donâ€™t freak out over negative comments.
8. Respond with empathy, but defend your brand.
9. Donâ€™t feed the trolls.
For more details and case studies on how top brands are using social media for better customer service check out Mashable.
How much time are you spending on social media? Can you tell if itâ€™s helping sales?
Wouldnâ€™t it be nice to have a framework for measuring the impact of your social media efforts?
Thatâ€™s where Susan Etlingerâ€™s new research for the Altimeter Group comes into play. Susan did qualitative research with 60 social media marketers and vendors to understand how businesses currently measure their social media performance.
Her goal: to develop a framework for tying social media performance to business goals.
Business owners who see great social media success tie their technology choices to their strategic goals.
Your challenge: determine your goal and then think deeply about how you will measure whether youâ€™re achieving that goal.
6 Categories that will help you think through the business objectives of your measurements:
1. Brand Health
2. Marketing Optimization
3. Revenue Generation
4. Operational Savings
5. Customer Experience
Find out more on these objectivesÂ @ SocialMediaExaminer.
Are you wondering how to determine the return on your social media activities? Dan Holmboe has prepared a guide to calculate ROI in several different categories.
This article goes a step deeper by working through a few examples of estimating the social media ROI.
Read the entire article by Dag Holmboe here at SocialMediaExaminer.
The mission of SoMeMa is to curate the best enterprise social media articles sourced throughout the web.