Strategy first. Social ROI will follow

Back in February of this year, research highlighted that 74% of CMOs predicted 2011 to finally be the year that social media efforts could be tied to a quantifiable return on investment (ROI). Yet, as we’re nearing the end of 2011, how social media marketing can be measured remains an often unanswered question.

We often have clients approach us with tainted views of social media marketing, with the opinion that it is immeasurable, that it cannot drive quantified sales leads and thus is a waste of their time.

However, more often than not what we eventually find is that their experience with social marketing has been nothing less than experiential, and lacked the solid foundations needed for the marketing campaign to succeed.

Social marketing pitfalls

The most important thing to do prior to implementing any marketing campaign is to first define your goal. Having a clear business objective is key to delivering a campaign that provides a measurable return on your investment.

Once the business objective is clear, consider how social media marketing can support this goal. Measuring the effectiveness is actually the easy part! One of the benefits of social media being digital is that, through the correct use of website analytics you can track back online sales to find what originally led the consumer through to the site in the first place.

Social media marketing is measurable and quantifiable – and both myself and the team at Receptional can help you realise just how social marketing can help meet those objectives of yours. But you absolutely must have a business goal in mind before you jump in.

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