If I can't use ROI analysis to decide whether or not to engage in a social media campaign, how can I analyze the effectiveness of the campaign?

The same experts at steamfeed.com suggest you look at other metrics, such as how many clients are coming to your blog or Facebook page (or website), or how many clients are discovering your company's product or service through websites/applications such as

Social media sites such as Twitter, Facebook, and Linkedln are increasingly being used to help with business ad¬vertising and public relations.

Social media sites such as Twitter, Facebook, and Linkedln are increasingly being used to help with business advertising and public relations.

Yelp. For consumer products, you can review how many repeat customers you might obtain. You can use key performance indicators that the company may decide are important to your business success, track these indicators, and see how they compare to a goal or target established prior to launching the campaign. You can track important performance indicators using such tools as Google Analytics to see the baseline of potential client/customer activity before and after your campaign. You can compare this activity with your daily, weekly, or monthly sales to see if there is a real connection between the social media campaign and your sales success. Experts suggest that after one quarter, you might begin to see how effective the campaign really is. If the campaign is not successful or meeting targets and goals, then it may be the right time to change the tactics or try a new idea.

How might I attribute costs associated with social media campaigns?

You can estimate costs for a social media campaign by analyzing the costs and time of the people responsible for managing the campaign, as well as what percentage of their time (and expenses) is used to maintain the social media activity. If you spend time generating content for websites/blogs or other social media sites, then this time needs to be captured as well, as it is never free. You may also want to factor in the lost opportunity of the person or people who may be pulled away from another activity in order to engage in the social media activity.

 
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