Measuring the ROI of organic social media posts is often
challenging—but it’s essential to understand what’s working and where to focus
your resources. At Webigg Technology, we consulted marketers who have
successfully cracked the code to measuring ROI and compiled the most effective
strategies below.
1. Use URL Tracking to Trace Conversions
To accurately evaluate ROI, it’s critical to track traffic
driven from social platforms to your website—and more importantly, track how
that traffic converts. As Jerry Haffey Jr. of Ambrosia Treatment Center notes,
“Platform analytics are useful, but they don’t paint the complete picture. We
use URL tracking on every piece of content—blogs, videos, or inspirational
quotes—to identify the exact source and assess performance.”
Pro Tip from Webigg: Leverage UTM parameters in combination with Google
Analytics to monitor source, medium, and campaign-level performance for every
post.
2. Ask Customers How They Found You
While digital tools are powerful, direct feedback still
reigns supreme. Lauren Patrick of Motivo highlights, “Every time a new lead
comes in, we ask: ‘How did you hear about us?’ Responses like ‘I saw your
Instagram post’ help validate our digital strategy.”
Webigg Insight: Combine qualitative inputs from leads with tools like
HubSpot or Brightfunnel to correlate customer journeys across platforms.
3. Measure and Monitor Engagement
Engagement metrics—likes, comments, shares, and link
clicks—serve as leading indicators of interest and potential ROI. Adrian Dolo
of Team 15k explains, “Engagement is your early-stage ROI. Those who interact
today are your paying customers tomorrow.”
Webigg Reminder: Avoid vanity metrics. Focus on meaningful engagement—conversations,
comments, DMs, and click-throughs.
4. Track Your Investment vs. Outcomes
Cristina Maria of Commusoft offers a grounded approach:
“Break down the time spent by your team on social posts and calculate the cost
using hourly rates. Then evaluate: did the investment achieve your intended
traffic or branding goals?”
Webigg Tip: Set clear KPIs—such as lead generation, reach, or website
clicks—and tie them back to time and cost investments.
5. Leverage Google & Meta Tools
Both Google Analytics and Facebook (Meta) tools are
essential for ROI tracking. As Dustin Radin of Online Visibility, Inc.
suggests, “Install Google Analytics and Facebook Pixel. Create custom events
and tracking URLs to pinpoint the actions taken from social posts.”
Webigg Strategy: Use Google Tag Manager to simplify event tracking and
get deeper insights into on-site actions from social campaigns.
6. Use Multi-Pronged Attribution Models
Rio Rocket recommends a diversified approach: “Measuring ROI
across platforms is tricky, especially for external or third-party content.
Embed tracking data in your CTAs and use incentivized campaigns to assess
performance.”
Webigg Practice: Mix first-party analytics, referral tracking, user
surveys, and campaign-specific CTAs to triangulate performance across all
touchpoints.
Final Thought from Webigg Technology
ROI on social media is not just about numbers—it’s about
understanding behavior, refining your strategy, and aligning efforts with your
business objectives. Use the above tactics as a starting point to build a
smart, data-driven social media strategy that delivers real business value.
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