How do you show ROI for social media marketing in terms of time

and resources spent?

Via Elliott’s Thoughtswww.elliottlemenager.com

EngagementYour engagement score is an indicator of how well you are communicating with your audience. The higher your engagement, the more valuable your audience will become to your business.

• Measures how much time and energy your community managers are interacting with the community

• Key metrics to look at– # of replies on multiple social platforms (twitter, Facebook, Q&A, social bookmarking blog)– # of private messaging (DM, Emails)– Set a weekly or daily goal for people to hit– You’ll also need to measure true reach of engagements and sentiment this metric cannot

stand alone

True Reach• Measure the effectiveness of your engagement and content• Key metrics to look at

– @ messages– Comments (blog, facebook, forums etc)– Social bookmarking positive rankings– Retweets– Follows– Lists

True Reach is the size of your engaged audience. Eliminate inactive and spam accounts, and only include accounts that you influence. To do this calculate influence for each individual relationship take into account factors such as whether an individual has shared or acted upon your content and the likelihood that they saw it.

SentimentWhat’s the context of the conversation that you’re creating. If you’re scoring high in engagement and true reach you need to understand the context of that audience’s conversation. Is what they’re saying positive or negative?

• Sentiment shows the context of the conversations that you’re audience is having (positive or negative)

• Key Metrics– Positive, neutral and negative sentiment rankings

• Search needs to be done on all platforms to get a true sample

– Conversion – Many people only look at the % of positive conversations converting negative commenters to positive/neutral conversations is more valuable• Conversion ratio – # negative comments, # of engagements and # of negative to positive

converted commenters

Impact on SEO• SEO and social media are becoming more and more interrelated show how

social is impacting SEO• Key Metrics

– Volume of Conversation (VOC) compared to search volume for related terms– # of pieces of content created and page ranks for each one– Top referring keywords compared to related social content and conversations– Inbound links – what links were created by social media content and engagement

Comparing your social media activities to your SEO trends is a great way to show social ROI. If you’re seeing similar search trends compared to your VOC you can draw a correlation that organic traffic going to your website is supported by social media

Social Graph Growth

• Keeping track of your social graph you can visual show the ROI of Engagement, Reach, SEO (link building).

• You’ll also have a better idea where to concentrate your efforts to build new relationships and cultivate existing ones.

• Free tool to use http://www.touchgraph.com

Questions

Contact me @elemenagerwww.elliottlemenager.com