02 July 2014
Only “8% of companies can determine ROI for all of their social media spending.” ¹
In a multi-channel digital world, it is necessary for brands to have clear and achievable social media goals. By doing so, they can turn insights into actions that produce tangible results. If they don’t, then their social presence is reduced to hope and guess work.
So, what makes a successful social media campaign? To answer this, we must look beyond just positive and negative online sentiment, and deep into a brand’s business plan and each department’s aims.
For example, marketers might want to track a hashtag campaign, whereas a PR team wish to monitor the fallout from a crisis, but both need to understand the impact on the overall brand.
Useful KPIs measure and then deliver. They can be used to pick out meaningful interaction, enlist support of brand advocates, and inform future strategies. In this expert report, Synthesio delves into the benefits and science of creating KPIs for greater ROI.
¹ Companies continue to struggle with social media measurement: report - Econsultancy