When we talk about social media the most commonly pursued objectives are:
Online shopping: both by sending visits to e-commerce and through the new functions of Facebook and Instagram (e.g. shoppable posts) that encourage users to purchase.
Click: to direct to specific web pages or generate pre-established actions.
Newsletter subscriptions: obtain a user's email to carry out email organize your finances with mint marketing campaigns.
Download materials: ebooks, documents, etc.
Time spent on a web page: perhaps a landing page on which we are running a campaign.
Video views: the views (please keep in mind the time of the same) of a video. A speech is a 5-second view, a complete one or in any case with times greater than 30 seconds is quite another.
Increase conversations and improve online reputation: through content and relational activity on social media we can encourage an increase in online mentions of brands and products and the positivity of these conversations.
Use social customer care: move part of the customer service from traditional means to social media, perhaps exploiting the potential of bots .
2. Track metrics
What metrics to use to define social media ROI?
Depending on the objective and channel chosen, you will have different indicators to monitor and evaluate, as well as different tools that you will use. If well set up, Google Analytics covers most of the needs, but it is always useful to combine it with direct insights from different platforms ( Facebook Insights, Twitter Analytics, Instagram Insights ) and/or data from social media analysis tools , tools dedicated to analyzing performance on the social side.