Implementing Social Media ROI Strategy

Name: Implementing Social Media ROI Strategy
Author: Andrea Moak

Learn how to set the right goals and choose the right platforms for your social media marketing campaign.

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

Course: On-Demand

(bright music) (whimsical whooshing) The next step in your social media strategy is implementing specific marketing campaigns. In these lessons, you'll learn how to set achievable and measurable goals for your campaign and how to select the proper platforms. You'll also discover the benefits and limits of using metrics when determining the success of your campaign. When you're preparing to implement a social media campaign, goal setting is your first step. To determine your return on investment in social media marketing, you must first clearly define your goal. Because social media ROI is not measured in revenue, these goals must also be defined in terms of value. A strategic social media goal would be specific, measurable, attainable, relevant and time-bound. This is referred to as a SMART goal. Without a defined goal in mind, it's difficult to determine if any changes within social media engagement or sales are due to the social media campaign or another factor. Since your goal is not a specific dollar revenue, your goal could be defined in several other ways. Some examples of social media goals for brand may be: increasing content engagement, increasing reach, establishing your brand as a leader, gathering customer feedback, transitioning visitors into buyers or solidifying brand loyalty. As you can see, while these objectives don't always include revenue, they are clearly defined goals that will benefit your brand. If you're preparing to launch a new product, your goal may be to raise brand awareness in new customers. This strategy would focus on potential clients. To assess this campaign, you must implement metrics to determine the success or failure of this goal. Imagine you want to increase your followers by 5% using a sponsored ad that features your new product. Your plan is to run the ad for 30 days and target it to people who aren't already following your social media accounts. Because you're using the new product to attract potential customers to your social media profile, you can be confident the product is appealing enough and has induced action from potential consumers as they now follow your page. You can then calculate how many new followers came to your profile through the sponsored ad you ran. You have now created a SMART goal. It specifies that you will be raising brand awareness. It's measurable because you have a specific goal of increasing new followers by 5%. It's attainable, because looking at analytics, you were able to increase your followers in 30 days before. It's relevant because your team has been wanting to expand your consumer base. And finally, it's time-bound because you have implemented a specific timeframe of 30 days for the marketing campaign. Without setting specific goals in your social media strategy, it will be very difficult, if not impossible, to calculate your ROI. Without creating SMART goals, you will have a hard time proving you are putting those social media marketing dollars to good use. It will also be difficult to know if you're wasting valuable time and resources on strategies and practices that may not be bringing in a beneficial return of value.

Intermediate Provider : Andrea Moak 4 Lessons · 13m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Before you implement your social media marketing campaign, it’s important to focus on goal setting. These lessons will cover how to implement your campaign across different social media platforms. You will also learn about the useful role of analytics. This will help you set achievable goals and discover some of the best practices for measuring your success. You will also learn about the benefits and limits of using metrics when determining the success of your campaign. These lessons will explore various social media platforms and their target demographics. This course on Implementing Social Media ROI Strategy will demonstrate how utilizing multiple social media platforms can be beneficial. You will be introduced to various platforms, and you will learn how to choose the best ones for your campaign. You will also be able to determine which metrics most accurately determine the value of your social media marketing strategies.

What You'll Learn

Develop actionable goals for your social media marketing strategy
Identify the differences between social media platforms and their target demographics
Select the most appropriate platform for your social media campaign
Implement the right metrics to measure the success of your campaign
Determine the value of your marketing strategies
Understand the benefits and limits of using metrics to gauge campaign success

Key Takeaways

Goal setting is an important focus before implementing a social media marketing campaign.
Using multiple social media platforms can be beneficial, and the course helps you choose the best ones for your campaign.
Analytics play a useful role in setting achievable goals and measuring success.
Metrics have both benefits and limits when determining the success of a campaign.
Different social media platforms serve different target demographics.

Frequently Asked Questions

What will I learn in this course?

You will learn how to develop actionable goals, identify differences between social media platforms, select the most appropriate platform for your campaign, implement the right metrics to measure success, and determine the value of your marketing strategies.

Does this course cover more than one social media platform?

Yes. The course explores various social media platforms and their target demographics and demonstrates how utilizing multiple platforms can be beneficial, helping you choose the best ones for your campaign.

How does the course address measuring campaign success?

It covers the useful role of analytics, best practices for measuring success, how to implement the right metrics, and the benefits and limits of using metrics to determine a campaign's success.

What topics do the lessons cover?

The lessons cover Developing and Establishing Actionable Goals, Selecting a Platform and Implementing a Campaign, Authenticity and the Limits of Metrics, and a Test Your Knowledge section.