Social Media and ROI: Is it measurable?

Many researchers are still trying to determine the best ways to analyze ROI for social media campaigns, since click-throughs, retweets, comments and links don’t always translate to how many sales resulted from a campaign. Still, we’re staunch advocates about the benefits of social media for a business, so we’re impressed by a recent study that analyzed the long-term effects of a social media campaign for a product. It turns out that for fans, 39% were likely to recommend a product pre-campaign, with the number rising to 61% post- social media campaign. The study determines that like any campaign (such as with print or commercial advertising), that percentage drops again over time. Still, 55% of those surveyed admitted to possibly recommending a product even a year later after the social media campaign ended.

If your social media campaign is memorable, interactive and initiates a response, fans aren’t going to just forget about you. However, it is important to keep in touch with them about your brand, which is why social media is so effective: it allows you to maintain a conversation with the people who will be buying your products and interacting with your brand, either today or 10 months from now.

Want to learn more about how we use social media for our clients? Contact us today.