Anyone can pick up a mobile device and start snapping pictures, tweeting or posting stories. But while social media channels are easily accessible, brands can waste a lot of time and money if they aren’t using these tools effectively, or measuring their social media performance in the right way.

In this post, we’ll outline five steps below that you and your team can follow to ensure that your social media marketing efforts are making an impact. Before we get into it, we need to be clear on one thing – ROI doesn’t have to be financial.

Of course, we all want to make trillions of dollars selling our products and services on social media, but given the complexity of attribution modeling with social media, we often don’t get a linear picture of how people are interacting with ads from awareness to purchase. Therefore, ROI can absolutely be anything that’s important to your brand – whether it’s awareness metrics, engagement metrics, conversions or revenue.

With that in mind, here are our five steps to better track and analyze your social efforts. As noted, ROI doesn’t necessarily have to be dollars and cents.

To begin to measure social media ROI, your organization needs to define which metrics are most important to you. These key performance indicators will help you keep your focus on how you should be aligning your social media efforts and strategy. Read more from…

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