7 Easy ROI Metrics for Social Media Marketing

So often I hear that companies have trouble figuring how or what to track with social media. There is a wide range of tools to measure the buzz and chatter about your brand, but what about ROI (define)? Companies are investing time tweeting, posting, and weaving social media functionality into their online ad campaigns and asking, "What is my organization getting back?" At the same time, there are some who still say, "Don't worry about tracking social media." To them I say, "Hogwash!" Social media is one of the easiest things to track ROI from if you understand how to combine the tracking and analytics tools you already have. ROI from social media can be tracked right down to the clicks, leads, and dollars it brings into your organization, just like everything else we do online!

You can also measure the media equivalent value of the actions and behaviors you create with social media, and that's when things get really interesting for people building a brand. What is the value of all those impressions, clicks, and page views if you were to pay for them as advertising? With a little ingenuity, all these metrics can be brought together into easy-to-use-and-analyze dashboards.

Here are just a few ROI metrics you can apply to social media:

By Harry Gold, ClickZ,

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