This document discusses social media ROI and analytics. It provides examples of tools to measure social media ROI, including Google Analytics, channel analytics from social platforms, automation platforms like Hootsuite and Buffer, and CRMs. It also provides three case studies: a research center that saw a 600% increase in brand awareness through social media analytics; a holiday rental business that improved SEO rankings and lowered ad spend through analytics; and a charity that used analytics to determine Instagram was less effective for driving donations than other channels. It recommends measuring ROI regularly, integrating data from multiple sources, focusing on necessary analytics, and considering Google training and certification.
3. Measurement – Social Media ROI
Most common options:
• Google Analytics (website)
• Channel analytics (inbuilt in social
media platforms, i.e. Twitter)
• Automation platforms like
Hootsuite & Buffer
• CRMs (Customer relation
management tools) like Hubspot,
Salesforce, etc.
@simonecas
The most recent map I have found relevant to social media – some platforms
might not be still around
4. Google Analytics
Period: Jan – 27 April 2019… courtesy of the VRC, University of Cambridge.
GA url: https://analytics.google.com/analytics/web/
@simonecas
5. Case study: research centre Objective: ‘Brand’ awareness. Audiences:
institutions, academics, general public, funders
The increase was over 600% in one year;
Google Analytics showed us when and
how this happened. This enabled us to
devise the strategy for the following
year. Top 10 posts in all social media
channels were analysed to see what kind
of text and picture attracted more
engagement (right)
6. Case study: holiday rentals
Objectives: ranking through organic & lowering PPC spend. UK and US markets
(affluent consumers). An example of basic analytics
Strategy
• Competitor analysis & keyword search
• Website rewriting
• Creation of blog (soft-sale approach)
• Social Media (Twitter, Facebook & Pinterest)
• Analytics to measure
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Increase of
organic visitors,
gradual reduction
of PPC spend
7. Case study: charity
@simonecas
Campaign monitoring of a
donation drive - one of those
where you text a number and
pledge £5 or more. Analytics
were obtained through GA
and Hootsuite for post
engagement. Picture shows
the GA data. Instagram was
the less performing social
media channel to take
potential donors to the
landing page.
Brief campaign, so these are
weekly values. You can also
monitor organic and paid
visitors to understand
advertising ROI.
8. Drill time!
• Measure ROI at regular intervals:
whether it’s every month, every 3,
every 6 or once a year
• Integrate GA with analytics from
social media to get the whole
picture, if you are active on social…
• Only do the analytics you need,
don’t get sucked in! If you are short
of time, do the basics, it’s better
than nothing!
• If you are in e-commerce,
consider learning how to set up
conversion reports in GA
• If you love it, Google offers free
training and certification
• More info on data strategy and
how it can help any business:
https://www.uktech.news/news/five-ways-analytics-
data-science-can-add-business-value-2-20161106
@simonecas