What is social media ROI? A complicated definition
How we think of social media ROI at Buffer
Where conversions and content diverge
- I found the Buffer blog via Facebook when someone shared Leo’s article about The Origin of the 8-Hour Work Day. It was a neat story, so I bookmarked the blog, thinking I’d come back later.
- I noticed Leo’s name at a couple other places online where he had guest blogged. Noticing this didn’t send me scurrying back to the Buffer blog; it just reinforced that Leo was an okay guy.
- Feedly mentioned that it had an integration with Buffer. Cool. I didn’t have a need for social media scheduling at the time, so I browsed Buffer’s other add-ons, grabbed a few ideas, and left.
- A couple weeks later, I was cleaning out my bookmarks and I found the Buffer blog bookmark. I stopped by for a visit and found a handful of more stories that sounded interesting to read. I loved them all.
- Around this time, I started a new side project and wanted to promote it a bit on social media. I thought automation would be an ideal way to go. I went to IFTTT to see what was available, and I saw they had a Buffer integration. A lightbulb went off.
- I googled “Buffer app.”
- I clicked on the result for the Buffer landing page, I liked its clean design and simple CTA, and I signed up on the spot.
When it’s good to measure social media ROI
“Marketing is a utility to facilitate action. Conversion is simply the completion of a presented action. Whether it’s buy now, call today, share socially or watch the video, all marketing content needs a purposeful call to action. If you’re not helping the user get to the next step in their decision-making process, what’s the point?
No marketing channels are exempt from being useful or actionable. Online or offline, from emails to print ads, a relevant, value-added call to action should always be included and optimized.”
- Landing pages
- Event registration
- New product announcements
- Direct CTAs (like Twitter cards, for instance)
Ideas on what you might measure instead
- Time on site
- Engagement with content
- New visitors vs. returning visitors
- Bounce rate
- Pages per visit
Over to you: What do you measure?