Measuring the return on investment of your social media communication strategy is not easy. Balancing Czech Republic Email List or comments is easy, but do these metrics really prove your return on investment? Investing in social networks, your manager is not against. But not without being sure to see a return on your investment. The ROI of your Marketing actions, in particular on social networks, directly influences the rest of your missions and even your future within the company. I have been there. When I started in web marketing, I was an SME. The CEO gave me carte blanche. After a few weeks, seeing no ROI.

Measuring the ROI of your communication strategy on social networks is therefore crucial. So how do you do it? Here are my tips! In French, we could translate Vanity Metrics by superficial indicators. We are talking more and more about Vanity Metrics in the digital marketing world, and for good reason! Many marketers abuse it to hide the ineffectiveness of their actions. Basically, Vanity Metrics only serve to reassure you and find false excuses for the failure of your communication actions on social networks. It is more interesting to monitor performance indicators (KPIs) rather than focusing only on these Vanity Metrics if you want to effectively measure your return on investment.

Don’t fall for Vanity Metrics

Define the objectives of your Social Media strategy. To measure the ROI of your social media communication strategy, you need to know exactly where you want to go. As I often say to my clients: without goals, no ROI on social networks. The more precise your objectives, the better able you will be to measure the ROI of your communication strategy on social networks. For this, I recommend that you set SMART goals. Clearly, your Social Media goals must be specific, measurable, achievable, and time-bound. Deduce the appropriate Performance Indicators. As we have just seen, your goals must be measurable. Once you have defined your SMART objectives. You are normally able to deduce the performance indicators to follow.


The not-so-good news is that there is de facto an infinite number of elements to test to optimize your conversion rate. Just keep one rule in mind: you should only test one item at a time to make sure the results relate to this change. After you have made your change, periodically note its performance and compare it to your baseline. Now is the time to determine if your assumption is correct and sufficient to improve your conversion rate. To do this, you must examine all of the data collected and compare it to your baseline as well as to the data recorded throughout your test. Have you noticed any trends in your analyzes?

The number of leads generated

Do these trends confirm your initial hypothesis? If so, well done and so much the better! You’ve just taken another step towards understanding what really works for your website audience. But there is still a long way to go to optimize your conversion rate and generate more leads. Optimizing the conversion rate is an ongoing process. What is most important in this quest is to always learn as much as possible about your website visitors. Understanding the needs, expectations, and behaviors of your target audience is the key to a successful lead generation strategy.

To verify that your actions will allow you to reach them. Here are some KPIs to follow to measure the ROI of your communication strategy on social networks: Engagement: number of likes. The reach of your publications; Social network traffic to your website; To go further, I have listed here a complete list of KPIs to follow in your social media strategy. Analyze your performance. It all inevitably starts with setting goals! He gave me other missions to make my job profitable. Understand their nature and their uses. So what exactly is social media? Why should you use them? Definition of social media and good practices. According to his definition of social media, they, therefore, have three main interests.

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