Aardvark Marketing Consultants Ltd
Social media – counting clicks or measuring marketing?
Love it or loathe it, social media is no longer the new kid on the block. Because of its complexity, many business owners and marketers are still struggling to get to grips with measuring the return on investment. A recent collaborative study, #IPASocialWorks from The Marketing Society, the Market Research Society and the Institute of Practitioners has produced guidelines designed to improve the measurement of return on investment from social media. Don’t be put off by the research with big brands and larger businesses, the lessons learned are just as applicable to smaller organisations. The study concludes that there needs to be a cultural shift towards measurement that is not restricted to show what happened (clicks) but, more importantly, how, when and why it happened. As recently as 2014 the US Association of National Advertisers (ANA) showed that 89% of advertisers were still counting ‘likes’ whilst just 23% looked to measure Return on Investment. The difficulty with measuring social activity is attributed to lack of overall control and the complex interaction between social and other media channels. So, let’s keep things as simple as possible.
The aim is to learn and fully understand why something works, so that it can repeated or scaled up with predictable results. It’s always a good idea to pilot an activity so that lessons can be learned and the evaluation process can be checked to make sure it’s answering the important questions. The study demonstrates 5 proven approaches that organisations can use, which are
If you’re struggling with measuring the ROI on your social media or other marketing activity you can call us for a confidential chat on 0121 222 5743.
Happy marketing, Gill