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9 Important Elements of a Social Media ROI Report
Posted on October 28th 2011
What do companies want in their Social Media Reports? Basically they want to see 2 things.
1. That it's working
2. That they're getting value for money
Social Media Managers & Consultants need to show the true value of Social Media Activity to our clients. Social Media Return On Investment cannot just be measured in monetary terms so when you are compiling your reports for Clients we have to show them whole picture of what we are achieving on their behalf.
Below is a list of the elements I include in Social Media ROI reports (there is also an example of a Social Media ROI Report on my blog here):
1. Completed Transactions:-
Sales or orders that have been directly attributed to leads generated by Social Media Activity.
2. Leads Generated:-
Not just the sales leads but the leads for other relationships that can help your client i.e. Sales leads, sponsorship requests, joint venture offers etc.
3. Lead Generation Activity:-
Talk about the aspects of the arrangement you have made with the client and action you have taken for each of them. So if they have purchased a particular package from you list each element and your activity.
4. Customer Service Measurements and Reporting:-
How many customer service issues have you fielded? How many people have asked questions on the clients social profiles that you have either directed to the correct page of the website or even solved yourself? This has saved the client the time and money of handling the problem on the phone or within the business (again proving the value of your service)
You can find metrics like the "Interactions" in the Insights section the Facebook Page.
5. Raised Awareness of the Company:-
Just by having a well organised, professional presence within Social Media platforms the awareness of the company raised. But raised awareness is one of those terms that can be be a bit "flaky". Exactly how has the awareness been raised? What have been the increase from last month. You can use metrics such as post views, unique page views, post feedback, tweet click throughs, demographics, regional engagement and alike to measure awareness.
6. Reputation Management:-
Such an important element of the report. Not only for the client to see what people are saying about the business but also because this section proves that the services we provide as social media managers & consultants can be justified in this section alone.
Use keyword tools in sites like Hootsuite to collate data on Mentions, Positive Mentions, Negative Mentions, Retweets etc
7. Increased Likability:
Increased Likability of a company in the social graph can be seen as anything from the construction of a converting Custom Fanpage to the increase in actual "Likes" of the fab page or comments.
8. SEO Benefit:-
Its advisable to take a short inventory of some of the clients main keywords. That way you can then compare the position of the keywords again after a month/quarter of the Social Media service. Google the keyword and see where the Social platforms of the client appear in the search results.
9. Job Applications:-
Any Job applications that have been submitted or enquired about through Social Media channels.
By covering these topics in your report you not only give the client the full picture of the return from Social Media activity but also build value into the service you provide and by doing so solidify your position as a vital cog in the inbound marketing activity of the business. For Information on how to become a Social Media Manager & Consultant take a look here