Like any form of PR, social media marketing has to prove its ROI. How it’s measured can depend on what the campaign needs to achieve: sales, awareness, web traffic, perception shift, behaviour change…
When we kick a campaign off we like to have clear metrics in place that we aim to beat, not meet. Some might relate to output, for instance the number of bloggers or forums we’ll contact, while others will cover outcomes such as clicks to a web site, video views, products sold, changes in Google rankings, or members added to a web community.
