ROI of Social Media:
What can you measure?
As more businesses invest an
increasing amount of their precious
time and efforts in social media,
there’s a growing debate about
whether or not it is possible to
measure return-on-investment
(ROI) of social media campaigns.
While this article is not about how
to creative an effective social media
campaign, it will help you determine
what to measure to determine your
success. The ROI Methodology™
levels of evaluation provide an
excellent framework to measure and
evaluate the success of your social
media campaign (see Figure 1).
Figure 1. Levels of Evaluation.
Level 1: Reaction/Satisfaction
and Planned Action
Follower’s reaction, satisfaction and planned action related to your soc