Four-phase model
Weinberg's ROI model
ROI Social Media Pyramid
Below is a generic overview of the metrics that these Social media ROI models contain, where this is categorized in 4 categories at my own discretion. To keep it simple: A to D.
Category A (one-dimensional): number of followers, number of fans, number of subscribers, number of friends, number of visitors, number of check-ins.
Category B (interest) : number of links clicked, number of retweets, number of mentions, time on site after social media clicks, number of DMs, number of replies.
Category C (relevance): sentiment, reach, follower reach, follower reputation, conversion rates, company reputation.
Category D (result): number of orders, number of sales, number of leads, number of customers, customer churn rate, goals achieved, turnover, profit.
Social Media ROI Metric - Category A (One-Dimensional)Category A are the units of measurement that can be displayed simply and completely. They are also one-dimensional, easy to understand and easy to compare with other similar statistics. They are not yet structural relationships with people or companies, because they only come to take a look and then determine whether you are really interesting enough.
Category B consists of metrics that have been preceded by an action. These actions have been taken by followers, friends and fans from category A. In the journey to ROI, these are elements that already give a clear signal: interest. There has been an action; a link has been clicked or a message has been read or forwarded.
there are relevant measurement units from which you can extract namibia phone number list information that can be made visible at a strategic level. Sentiments can be compared with previous periods, volume overviews are linked to (offline) actions to determine their impact.
But for decision makers in organizations it is ultimately of decisive importance that more customers have been acquired, more orders have been received and more sales have been generated (category D). For managers and those responsible, these are ultimately the factors that ensure a positive ROI.
One ROI is not the same as another
The most important conclusion from this overview of measurement units is the distinction between category C and category D. Determining ROI of Social MediaUnits such as sentiment, reach and conversion rates on social media are fantastic statistics for the marketer. However, decision makers in organizations will always ask the question: 'What does that bring us?' For the marketer it is already ROI, for the decision makers not yet. Therefore always take the last step > what is the value of sentiment, reputation and reach? That step is often a very big and difficult one, but certainly not impossible!