Social networks have revolutionized the Internet and are predicting further growth and implementation. More and more companies are marking their presence in social networks, and as a result, many questions are raised and many unknowns appear. The most repeated is how do I measure the ROI ?, that is, how I measure the return on my investment.
Unfortunately, there is not yet “the system” to measure what happens in social networks. “Marketers” from all over the world break their heads to find the best way to measure the profitability of social networks and how to explain it to companies that have not yet understood its importance.
The control of the return in social networks is different from other marketing systems such as email marketing, where you can see the number of emails that are sent, those that are opened, the clicks that are made, the number of conversions , etc. Most of what happens in social networks is behind a login, so this method of quantifying traffic does not work.
As with any other marketing channel, each company has its own reasons and objectives when it comes to reaching its market through social networks, so the actions of listening and measuring will be different in each case. The field of “Social Media Analytics” is still too new to establish fixed rules, but there are 5 considerations that should be taken into account when measuring our success in social networks:
Define a goal
Before starting to launch social networks, you must establish in a concrete way the objective you are pursuing. Starting different actions in social networks without a clear objective will lead you to not achieve the expected results. A clear objective will guide you in all the following: social networks that interest you, type of content that you will share, conversations in which you will participate, etc.
Assign a value
Assigning a value to each one of your actions, whether it be a “tweet”, “retweet, change of state, comment, post, etc., you will be able to value later, taking into account the results, what is working best for you, where you must focus your efforts, and what is the ROI of your actions.
Quantity VS Quality
As it happens, for example, with your email marketing lists, the quality is much higher than the quantity. It does not help that you have 20,000 “followers” on Twitter or “Fans” on Facebook, if more than half are SPAM accounts or contacts that have no interest. As Seth Godin says, “you only need to have an audience of 1,000 people, but they have to be 1,000 people right”.
Listen to VS Oir
Have you stopped to analyze who are really paying attention? Who is really listening instead of listening? How many people are you really reaching when you launch a “tweet”, update your status on Facebook or write a new post on your blog? The number of followers and the number of people your message is reaching are 2 different things. You must bear in mind that not all your followers are always listening to what you say, so you must differentiate between the number of followers and the actual scope of your messages.
Investment VS Expense
Getting your presence in social networks to meet your goals will take time. You have to see it as an investment in the medium and long term. Expecting results in a few days or in a couple of months is not realistic. Seeing actual results may take a year or more. You can not build your network and the relationship with it overnight. You have to be patient and constant, and the results will be seen.