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MeasuringtheROIofYourSocialMediaEfforts
HeidiSullivanVicePresident,MediaResearch,Cision
@hksully
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• Usemetricsthatma;er
• Trackandmeasuretheimpactofwordofmouthcampaigns
• DevelopyourbusinessobjecEves
• Establishbenchmarksforsocialmediameasurement
4KeystoSuccessfulSocialMediaMeasurement
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Ayearandahalfago,only16%ofprofessionalssaidthattheymeasuretheROIoftheirsocialmediaprograms.
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DevelopingBusinessObjecEves
Increasesales/leads
Developtrust/socialcapital
Raiseawareness
Drivetraffic
ManagereputaBons
Gaincustomerinsight
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EstablishingBenchmarks
IdenBfyinfluencers LocatecommuniBes
DetermineshareofconversaBon
Knowyourkeywords Pickyourmetrics
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MonitoringUseaprofessionalsoluBonlikeCisionorRadian6toeasilytrackandmanagemenBonsacrossoutpostsandmeasurewithinyoursoKwaresoluBon.
IfyouarejustgeNngstarted,anddon’thavethebudget,usefreetoolstomonitor–itjusttakesmorelegwork.
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UniqueVisitors(UVs)perDay/Month
Likes/Votes
SenBment
TimeSpent
NewVisitorsvs.ReturnVisitors
Inboundlinks:thecurrencyoftheWeb
Blogcomments
TwiZer:Retweets,Follower/FollowingRaBo,Engagement
CitaBonsonsocialnewssharingsites
MetricsThatMa;er
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► Developbusinessgoalsandbenchmarks
► MonitorthesocialwebforbrandmenBons,keywords,compeBtors
► Mapyourmetrics
► ShowROIbasedonobjecBves/benchmarks
Tracking&MeasuringYourResults
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MeasuringtheROIofYourSocialMediaEfforts
Ques%ons?