How could you define a social media ROI? How can a company analyse the return on investment of its social media strategy?
Safia Ouaissa is a community manager and exposes on her blog
how she measures her social media ROI. For more information about Safia,
here is her LinkedIn profile.
| Quantitative Data | Observational Data | Comparative Data |
- Website traffic
- Number of page visited
- Time Spent on the ste
- Number of comments, or interactions
- Number of pertinent search results in search engines
- Number of brand quotes in posts
- Number of active members in the community
Engagement rate (brand ambassador) - Ration between positive and negative comments
| - Quality of interaction between members
- Search results’quality
- Social networks conversation
- Presence on the Internet
- Members and visitors’ feedback
- Articles published on Twitter and Digg Like
- Collaborative tools provided to the community
- Consumer insights
| - Online PR VS Adword campaigns
- Community management VS renting a data base
- Buzz marketing VS traditional advertising cost
|
Her vision is interesting, because she actually listed the different indicators you could use to estimate the performance of community management. I invite you to follow Safia's blog (in French).
