How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI

Your 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business Metrics—Painlessly

Think social marketing is worth it? Prove it. If your boss hasn’t demanded that yet, he will. Then what? Hand him some jive about “return on conversation”? Think that’ll fly? You’ll be gone so fast you won’t know what hit you. You know damn well what your boss cares about: Sales Volume. Costs. Revenue. This book will help you measure all that: credibly, accurately, and in drill-down detail.

Bet you can’t wait to see his face when you walk in with metrics that stand up to his most brutal questions. We’re not just talking about getting “buy-in” or begging for your proverbial “seat at the table.” We are talking about numbers that make careers. This book will prove your indispensability to even the most clueless executive in your company.

Here’s the best part: It’s not hard. You won’t need to become a math nerd. The tools are cheap (or free), and you’re probably sitting on most of the data. This book will give you everything else, including simple step-by-step techniques for creating measurable strategies and getting the data to prove they deliver. You’ll also get super helpful hands-on exercise worksheets where you can jot down your answers and notes. Nichole Kelly has been refining this stuff for 14 years. She’s helped hundreds of marketers prove their value to bosses and boardrooms. Now it’s your turn.

If you’re a marketer or agency pro, this is a game you have to play. Win it.

Reliable answers to questions like:

• How much revenue did our activities on social media platforms generate this month?
• Are social media prospects more likely to convert to customers?
• Which status update delivered the highest conversion rate?
• How long do we retain new social media customers?
• Do they spend more or less than customers from other channels?
• Do they make repeat purchases more often than other customers?
• And much more…

 

提供給您的100%可行、經過驗證的框架，用於無痛地提供堅實的社交媒體業務指標

認為社交營銷有價值嗎？證明它。如果您的老闆還沒有要求這樣做，他很快就會要求。然後呢？給他一些關於「對話回報率」的花言巧語？認為這樣行得通嗎？您會被迅速解雇，甚至不知道發生了什麼。您非常清楚您的老闆關心什麼：銷售量、成本、收入。這本書將幫助您測量所有這些：可靠、準確且詳細。

打賭您迫不及待地想看到他的表情，當您帶著能夠應對他最嚴厲問題的指標走進去時。我們不僅僅是在談論「取得認同」或乞求您在桌子上有個「座位」。我們談論的是能夠改變職業生涯的數字。這本書將向您證明，即使是在您公司中最無知的高管面前，您也是不可或缺的。

最好的部分是：這並不難。您不需要成為數學怪人。工具便宜（或免費），而且您可能已經擁有大部分數據。這本書將為您提供其他一切，包括創建可衡量策略並獲取證據的簡單逐步技巧。您還將獲得非常有幫助的實踐練習工作表，您可以在其中記下答案和筆記。Nichole Kelly已經在這方面進行了14年的改進。她幫助了數百名營銷人員向老闆和董事會證明他們的價值。現在輪到您了。

如果您是營銷人員或代理商專業人士，這是一場您必須參與的遊戲。贏得它。

可靠的答案，回答以下問題：
- 本月我們在社交媒體平台上的活動產生了多少收入？
- 社交媒體潛在客戶更有可能轉化為客戶嗎？
- 哪個狀態更新的轉化率最高？
- 我們保留新的社交媒體客戶多長時間？
- 他們的花費比其他渠道的客戶多還是少？
- 他們比其他客戶更經常重複購買嗎？
- 還有更多...