May 24 Posted 3 years ago
Great run down on some of the best ways to evaluate the effectiveness of social media efforts. I particularly like your use of the term 'content mobility' as it relates to the engagement and shareability of content. I think I might have to start using that term ;).
One of the key things that I always think about when measuring the ROI of social media activity, is to first consider the role that it is meant to play for a brand (awareness, education, conversion, purchase, customer service etc). I wrote more about this idea on the tentsocial blog at: Know Your Role on Social Media
Would love to hear any thoughts you have on this approach.
Apr 29 Posted 3 years ago
Thanks for the great post, Brianna. Most of the brands I work with do not sell directly from the web, and I think your social media ROI formula for non-ecommerce sites makes a lot of sense.
We took recently took a look at another way to compare social media to paid search media by analyzing site engagement metrics for seven campaigns that had both a social and search advertising components. It turns out that not only did social outperform search engines, search engine advertisements underperformed vs. all other types of paid media when it came to site engagements. You can take a look at our results over at Social on the Rocks.
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