2021-08-19-美通社-如何衡量你的社交媒体的回报率（英）_32页_851kb.docxVIP

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Acompleteguidetoquantifyingthevalueofyoursocialmediaefforts.

PAGE2Measuring

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MeasuringyourSocialMediaROI-Falcon.io

Whysocialmedia?

Overthepastdecade,socialmediahascementeditspositionasanintegralpieceofanydigitalmarketingstrategy.But,whileSocialMediaManagers(SMMs)intuitivelyrecognizethevalueofsocial,theyoftenstruggletoquantifythatvaluewithaprecisedollarfigure.

Source:Hubspot-

Source:Hubspot

-ofCMOssaythattheyhaven’tbeenabletomeasuretheimpactofsocialmediaontheirbusiness.

Attheendoftheday,afterallthelikes,shares,comments,retweets,andfollowers,C-Levelexecsarestillasking,“what’stheimpactonthebottomline?”

Toanswerthisquestion,SMMsmustadoptaReturn-On-Investmentmindset.BycalculatingROI,youcanprove—withclear,numericdata—howsocialchannelsarecontributingtothebusinessoverall.And,indoingso,you’llgainstrategicinsights,winexecutivebuy-in,anddemonstrateyourteam’simportancewithintheorganization.Butfirst…

WhatisSocialMediaROI?

SocialmediaROIisaratiothatcalculatesthenetprofitfromyourcombinedsocialmediaefforts.Simplyput,it’stheend-resultfromeverythingyoudoonsocial.Likeanyotherbusinessactivity,youneedtoweighthetime/moneyyou’reinvestingagainstthetangiblebenefitsyou’rereceiving.Intraditionalcontexts,ROIwouldonlyinvolvemonetarysums(e.g.profit).However,dependingonyourbusinessobjectives,youmaywanttouseothermetricstogaugeyour‘return’fromsocialmedia.Moreonthistocome.

The

Theresultsofeverythingyoudoinsocialmedia,rangingfromprotecting

yourreputation,buildingbrandawarenessandloyalty,retainingandsatisfyingcustomers,anddirectlyearningorsavingrevenue.

So,whatissocialmediaROI?

WhyDoYouNeedtoProveSocialMediaROI