Social Media ROI – Are You Successful?

For many companies, it’s difficult to justify spending through Social Media marketing channels. Tracking can be more complicated than that of traditional sources. However, we may just be looking at the wrong KPI’s to determine our actual ROI.  At SMX West 2012, “ Justifying The Investment: Analytics For Social Media”, the importance of establishing the “correct” goals was discussed.

Courtney Seiter, Community Manager at Raven Tools did a great job of outlining tips that we should understand before beginning any social media campaign. They are as follows:

  1. Goals
  2. How to align social metrics
  3. Break down of data

Studies show that only 19% of marketers are able to measure ROI from social media marketing campaigns.  That being said, we first need to make sure that we establish solid goals. Below are a few examples of those:

  • Brand Sentiment
  • Reach
  • Engagement
  • Sales

Once goals have been established, we need to align social metrics with goals.  So for example, if brand sentiment is a goal, you may be measuring number positive reviews generated, number of mentions, volume of posts, etc. Get very specific in terms of KPI’s.

Lastly, break the information down as much as possible:

  • Post
  • Medium
  • Time period
  • Campaign

Make sure to implement event tracking and campaign variables in Google Analytics to be able to truly track your campaigns.

All in all, not everyone will have the same goals for all social media campaigns. It’s crucial to know what you are trying to achieve before you begin participating through the social media channels. Only then will you be able to really asses the true ROI for your social media efforts.


  • Courtney Seiter, Community Manager, Raven Tools
  • Monique Pouget, Sr. SEO & Social Media Strategist, Thunder SEO
  • Merry Moud, Account Manager, aimClear
  • Tami Dalley, VP of Analytics & Insights, Buddy Media

Contributed by Zulema Romero, Director of Client Services

3 Responses to “ Social Media ROI – Are You Successful? ”

Thanks very much for this great recap of the session! Wasn’t SMX great? 🙂

Hi, Courtney! Yes, I enjoyed SMX very much. Thanks for a great session! You definitely helped outline critical components for obtaining social media ROI. I’m sure many found it useful. All the best!


Woohoo, I agree with Courtney, awesome recap! I learned a lot from the other panelists, and I’m already looking forward to the next SMX. Thanks Zulema!

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