Social Media and ROI: The Honest Truth

By Stevie Sleeter, Content & Social Media Manager

Published: April 15, 2016

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This is probably the toughest question we receive when it comes to social media. How do you capture the ROI in social?

Can we be brutally honest with you? It’s time to stop trying to put a dollar amount on each of your fans. It’s complex and near impossible. Even if you do figure a rough estimate, it varies by industry, and it depends on each individual’s social network. If you shift your focus from a dollar sign to forming a personal relationship with your customer, the dollar signs will come.

[quote align=”left”]Today, social media is as close as you can get to having an in-person, face-to-face relationship with someone.[/quote]

What we can tell you is this. It is possible to do a tremendous amount of tracking in social media. The data you glean from analytics tells you far more about your customer than you’d ever imagine. 

At Envano, we’ve built our own UTM manager to track every single link we include in posts to then track in Google Analytics. We can trace a single sale back to the exact message and images that resonated with the customer who purchased that item. Bingo. This is the value of social media and the key to understanding the ROI it can bring your business.

Once you understand what sort of messaging and images a customer responds to, you can use this to further your social media and content strategy. With this information, you’re not just taking a stab in the dark, you’re utilizing the personalized content your customers actually respond to in order to increase future sales. Our team of social media managers, content editors and search specialists work together to create the most effective messages for your customers to ensure you’re forming a personal relationship with your customers. Then, and only then, can you expect any sort of ROI.

Tired of trying to calculate the value of social media? Let’s work to prove the value together.