Social media marketing allows us to do a lot of reporting. We can measure endless data points, but it can fall short of being meaningful. Likes, comments, shares and so on are great, but they mean little without context.
First and foremost, the goal of any program is ROI. ROI may be calculated in terms of individual tactics (e.g., a Facebook ad campaign, coupon program, blogger outreach effort, etc.) and their ability to drive sales, or it may be evaluated based on a series of micro conversions like site traffic where people can actually convert. But ROI isn’t always what is being measured or what needs to be measured for marketers to understand how things are performing. That’s what this post is about.