Introducing Social Media ROI

Name: Introducing Social Media ROI
Author: Andrea Moak

Discover the role of social media and how it relates to the customer experience.

Preview the first lesson free — get full access to all 4 lessons.

Course: On-Demand

(light music) The field of marketing is constantly evolving, but what doesn't appear to be changing anytime soon is the focus on social media as a tool for businesses and brands to reach their audiences. In these lessons, you'll discover the importance of social media marketing and how it relates to the customer experience. You'll also learn how to calculate your social media return on investment, using the appropriate metrics and understand how this calculation can help you improve your marketing strategy. Whether you have a simple business page on Facebook or a strategic multi-platform social media marketing campaign, customers will form opinions about your business based on your social media presence or lack of one. Marketing your brand through social media offers vast opportunities to connect with current and potential customers in ways no other marketing channels have ever offered before. There is now a level of choice, interactivity and autonomy that businesses and brands can offer their consumers that wasn't around prior to social media's role in mainstream marketing. The goal in marketing is to make your customers feel something towards your product or brand. Whether that feeling is satisfaction, safety, confidence, or relief, it's considered part of the brand experience. Social media offers numerous opportunities to evoke these feelings and mold the customer experience. The customer experience begins anytime a consumer discovers, interacts with or researches your brand. Each of these consumer connections can be made through social media alone. Monitoring this experience is critical for assessing trends and collecting valuable data. When a business or brand neglects their social media presence, they potentially miss opportunities and threats. Social media outlets now allow you to sell goods and services directly through the application. This helps many organizations capitalize their social media profiles. On Instagram, consumers can scroll across an ad targeted specifically for them and have the option to simply tap shop now. This method of instant gratification automatically links consumers to the next page to make their purchase through Instagram or the business's website. This can all be done without the consumer even visiting the company's social media profile. The landscape of social media is rapidly evolving, making it easier for consumers to shop. Opportunities for marketing through social media are expansive and lucrative, but they must be approached with strategy and close observation. What's trending today may be considered outdated by tomorrow.

Intermediate Provider : Andrea Moak 4 Lessons · 12m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Social media offers vast opportunities to connect with current and potential customers in ways that no other marketing channels have offered before. In these lessons, you will learn about social media marketing return on investment (ROI) and how it relates to your customers. This course will demonstrate how your social media presence plays a significant role in the customer experience. You will also discover how calculating social media ROI is different from calculating a traditional one in business. It’s important to understand how calculating your social media ROI can help you improve your marketing strategy. You will learn how to do so using the appropriate metrics. These lessons will also demonstrate the importance of identifying value when setting goals for your social media campaign. By the end of this course, you should have a better understanding of the value of your return on investment in social media marketing and how it can come in different forms, not just an increase in sales.

What You'll Learn

Learn the role of social media in the customer experience
Understand how social media ROI differs from traditional business ROI
Determine the appropriate metrics for measuring social media ROI
Calculate and determine the value of your social media ROI
Define and understand the customer experience
Identify value when setting goals for a social media campaign

Key Takeaways

Social media offers opportunities to connect with current and potential customers that other marketing channels have not offered before.
A company's social media presence plays a significant role in the customer experience.
Calculating social media ROI is different from calculating a traditional ROI in business.
Understanding social media ROI can help improve a marketing strategy when measured with the appropriate metrics.
The return on investment in social media marketing can come in different forms, not just an increase in sales.

Frequently Asked Questions

What will I learn in this course?

You will learn about social media marketing return on investment (ROI) and how it relates to your customers, how your social media presence plays a role in the customer experience, how calculating social media ROI differs from a traditional business ROI, how to determine appropriate metrics, and how to determine the value of social media ROI.

How is social media ROI different from traditional ROI?

The course demonstrates that calculating social media ROI is different from calculating a traditional ROI in business, and it shows that social media ROI can come in different forms, not just an increase in sales.

What topics or lessons does the course cover?

The course covers Social Media Marketing and Customer Experience, Social Media ROI and Calculating its Value, and Determining Appropriate Metrics, followed by a Test Your Knowledge assessment.

Why does measuring social media ROI matter?

Understanding how to calculate your social media ROI can help you improve your marketing strategy, and the course also demonstrates the importance of identifying value when setting goals for your social media campaign.