ClickZ.com’s Harry Gold’s article, ‘Social Media Engagement Optimisation and ROI,’ explores whether you can optimise social media marketing the same way you optimise performance media or paid search:
Well, first you must decide what you want people to do, and then choose a couple things to measure that success. For instance, take the following metrics, their possible data, and some actions you can put against them.
Engagement. One of the first things you need to do in social media marketing (or any content-based marketing for that matter) is figure out whether people actually care about what you’re saying. Are you getting them to react? Now, what is the metric for that? Well, in Facebook it is comments and likes and in Twitter it is retweets. So over time look at the spikes in comments, likes, and retweets and analyse what kind of tweets, posts, content, and questions sparked those elevated levels of engagement. Then take action – do more of that type of communications. Don’t talk about your product features if no one cares or reacts. However, if people like your research, industry news, or infographics, focus on that stuff.
Clicks. What posts in Facebook and tweets in Twitter generated actual clicks to your site? Are you using tracking links and Bit.ly to figure this out? Just like banners, e-mail, and search ads, some things get traction and results and some things don’t. Figure out the actions in the social space that get you real ROI and do more of it. Also, keep in mind that things can be posted more than once. I’m not saying do it every day, but if a study you posted did well grab another fact form and post it again in a few days or weeks. Remember, news feeds and tweets flow down the page and out of sites in literally hours and even minutes – so not everyone sees what you post.
Conversions. So you’re tracking all the clicks you get form Bit.ly, but with all those tracking links you can track conversions too. What tweets and posts are actually driving the actions that equate ROI? Figure that out and do more. Optimise the offers you push into the social space just like everything else. The challenge here is you cannot just use the same language again and again – you need to think deeper about the value and essence of the offers you make and repeat those elements.
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