How to Determine Facebook and Twitter ROI [INFOGRAPHIC]

tom crawshaw
Thomas Crawshaw Owner, Initi8 Marketing

Posted on July 9th 2012

How to Determine Facebook and Twitter ROI [INFOGRAPHIC]

How do marketers determine social media ROI?  This a question asked by many CEO’s and business owners that challenges marketers to deliver value from social media and make a return on their investment. So it’s no surprise that 77% of CEO’s think that marketers don’t really talk about what matters; sales.

I present to you an infographic filled with some of the latest polls and interesting mini-case studies that show support for social media ROI.  In fact, Edible Arrangements actually saw a double digit sales increase after a Facebook promotion!

Infographics have a really powerful viral nature (let’s hope this one gets shared far and wide!), Wordstream created 2 infographics and later received 2000 likes, 1200 tweets and hundreds of leads that lead to sales.

So get sharing people!! If you have any interesting stats about ROI please share them in the comments section below :)  

This infographic was brought to you by the InventHelp marketing team.

tom crawshaw

Thomas Crawshaw

Owner, Initi8 Marketing

Thomas is a creative, young social media marketer who has a passion for all things digital. As the founder of Initi8 Marketing, who offer social media strategy and management services to SME's, Thomas also regularly blogs about the latest trends, tips and tricks in the ever changing world of social media.
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Comments

Tom, this a wonderful infographic. Your point about the CEO's frustration with marketing is something we've seen in practice too. What the CEO really wants to see is an ROI for social - because the real issue here is not whether social "is happening" but rather whether social "is working,"   We've proposed a social GRP (gross ratings point) that can help marketers understand the value of social compared to other channels.  When we combine this with advanced analytics, we've been able to draw a clear relationship between social GRP and bottom line impact.

Thanks for your comment Jonathan.  I think many of us know social is working but actually tracking the ROI is a little more difficult.

I would love to know more about your GRP.

Tom

Tom, great infographic.  We have integrated Real Magnet's solutions for email and social marketing with Google Goals to track email, Facebook, Twitter and LinkedIn messages straight through to purchases, registrations and downloads.  Marketers can close the loop on their campaigns, and measure  messages from click all the way to conversion.


Sounds like you've got it sorted!! It's surprising how many businesses don't track sales from social media!  What is your ROI like for social? 

Social Media evangelists have it only half right, as does this story and the entire Infographic, which only talks about results of a few campaigns by companies and organizations that are completely unknown to me, which is likely the same with many readers. 

CEOs not only want ROI measured, but reliably forecast, unlike what exists today with the vast majority of social media.  CEOs also don't get mesmerized by "new shiny objects" as many of today's marketers do.

I can understand your point of view, but I'm not seeing social media as a shiny new object.  It's a platform that offers businesses a 2-way conversation with their cusomters which, in today's inter-connected world, is essential for CRM and market research.   Social can also drive targeted traffic that has been proven to convert for many businesses the world over.

I believe social media can help strengthen many businesses overall marketing if used strategically. 

Tom

Tom.

I'm certainly not referring to social media as a "shiny object" (although it was just a couple of years ago; hence, the measured track record is dismal).  However, there are many more that are, such as QR codes.  Social media has also not proved itself as a consistent performer, unlike other channels.  It is an excellent way to communicate with some customers or prospects if the company is social to begin with, but that certainly does not include everyone and every company.

Stuff that has worked for ages (and still does) is often discarded or discounted by Gen X or Y marketers for whatever reason, be it some belief that inbound marketing is better than outbound or a mix, or that direct mail is long in the tooth (it is, but remains very effective --- and much more measurable or forcastable  than anything in social media). 

All I see social media marketers point to is drib-drabs of measured success after the fact, and that's not usually good enough for the corner office.

I don't think you can quite compare the vastness of social media to QR codes, these 2 technologies offer 2 very different mediums. 

With every business, generating leads online comes down to 2 things, traffic and conversions.  Simple.  

Facebook has a brilliant advertising platform that allows advertisers to target specific audiences, and for many industries has proven successful at driving quality traffic.

I agree, not every business should be on Facebook.   But for many B2C companies, it offers the opportunity to continue the relationship after a sale (and initiate contact before), which is important improving customer retention.

Marketing techniques that still work are obviously effective, but as consumers habits are changing and more time is spent on these social networks, I don't think it should be taken lightly by those who want to maximise their returns from social channels.