{"id":42089,"date":"2019-11-04T10:00:58","date_gmt":"2019-11-04T17:00:58","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/social-media-roi\/"},"modified":"2023-05-28T05:27:09","modified_gmt":"2023-05-28T12:27:09","slug":"social-media-roi","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/social-media-roi\/","title":{"rendered":"Guide: Standardize Your Metrics to (Finally) Determine Social Media ROI"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\n\r\n\n\n\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Measuring social media ROI continues to be difficult for some marketers \u2014 but a big reason for that is because we often look beyond the mark when gathering and reporting data. The truth is that there is so much data available from every social platform that marketers can get lost in the numbers.<\/p>\n

Don’t get us wrong, we’re all about letting data inform your content strategy, but there is simply so much data available that you need to set a limit somewhere so you avoid drowning yourself in the analytics.<\/p>\n

In order to utilize data as a friend of your marketing efforts, you need to standardize how you review and report social media data. For example, if you published a link to your blog on Facebook last week and reported on its reach, then you publish another blog link and report on click-throughs, you’ll have no way of comparing these posts apples-to-apples.<\/p>\n

BlitzMetrics Chief Technology Officer Dennis Yu puts it this way<\/a>:<\/p>\n

The most important thing to keep in mind when measuring social ROI is using the same metric that you use for all the other channels . . . The same metrics you use for any other channel should be the same metrics, shouldn’t they be, for social?<\/em><\/p><\/blockquote>\n

Obviously, marketers have at their disposal different platforms and different tools on those platforms to achieve their purposes. There is nothing wrong with utilizing as many tools within platforms as possible, but when you do, make sure you standardize how you measure them. As you do, your ability to create a baseline for different post types will help you determine ROI and which post types are going to be most effective for you in the long run.<\/p>\n

Templates for measuring social media ROI<\/h2>\n

So, then, the question of how you standardize your metrics needs to be answered. There is likely no single answer of how to do this. The most important thing is that you define what you will measure\u2014 and then you stick with it.<\/p>\n

We’ll provide you with a template of what you could measure here \u2014 but feel free to adjust and change as needed to help your organization align its social publishing with its overarching goals. Below you will find basic templates that you can adjust to suit your own organization’s needs. The key thing is that you are somehow standardizing how you measure.<\/p>\n

For the purpose of this exercise, we’re sticking with Facebook, Twitter, Instagram and YouTube\u2014but you certainly aren’t limited in what you utilize.<\/p>\n

Facebook<\/h2>\n

\"facebook<\/p>\n

Key principles<\/h3>\n