HOW TO MEASURE THE SUCCESS OF SOCIAL MEDIA CAMPAIGNS?

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According to latest statistics not many businesses measure ROI for social media, however most of them have an idea of how successful their social media campaigns were. Only 25% of small businesses and only 28% of medium sized businesses measure the success of their social media investment.

Why? Lack of strategic direction …

Being strategic is significant in successfully measuring not only your social media progress but also the business growth.  Only up to 3% of small businesses use on-line analytical tools and 1% in-house statistics.

68% of small businesses believe that social media investment will contribute to an increase in sales … but how will they know if it is true?

Common social media metrics:

Number of likes / followers / subscribers

  • 41% of small businesses
  • 36% of medium sized businesses
  • 69% of large businesses

Sales / Revenue / Profits

  • 27% of small businesses
  • 32% of medium sized businesses
  • 16% of large businesses

Ask people how they found out about the company

  • 9% of small businesses
  • 8% of medium sized businesses
  • 0% of large businesses

Take up incentives / offers 

  • 8% of small businesses
  • 4% of medium sized businesses
  • 8% of large businesses

Usage

  • 0% of small businesses
  • 0% of medium sized businesses
  • 6% of large businesses

Brand Sentiment

  • 0% of small businesses
  • 0% of medium sized businesses
  • 2% of large businesses

Number of hits on the website

  • 1% of small businesses
  • 6% of medium sized businesses
  • 8% of large businesses

Analytical Tool

  • 0% of small businesses
  • 0% of medium sized businesses
  • 2% of large businesses

Number of responses / enquiries / calls

  • 4% of small businesses
  • 3% of medium sized businesses
  • 0% of large businesses

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Source: Sensis Report 2013; Image Credit: Freedigitalphotos.net

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