SMM Ch.18 Social Media ROI & Analytics
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13 Terms
ROI Equation
ROI = Profit/Total Investment * 100
Total Investment
Salaries, content, tools, ad spend
Why Does ROI Matter?
Justifies budget, proves business impact, guides strategy decisions
Share of Voice (ROI Concept)
% of mentions vs competitors
Top of Mind Awareness (ToMA) (ROI Concept)
A company, brand, or product is first in customers’ minds when thinking about a particular industry or category
Earned Media (ROI Concept)
Unpaid Exposure
Net Promoter Score (NPS) (ROI Concept)
A metric that companies use to measure the willingness of customers to recommend a company’s products or services to others
Awareness (Measuring ROI Across Buyer Journey)
Reach, impressions
Consideration (Measuring ROI Across Buyer Journey)
Engagement, clicks
Decision (Measuring ROI Across Buyer Journey)
Conversions, revenue
Adoption (Measuring ROI Across Buyer Journey)
Support & sentiment
Advocacy (Measuring ROI Across Buyer Journey)
Shares, referrals, UGC
ROI Tools
Platform analytics, Google Analytics (UTM tracking), Hootsuite, Sprout, HubSpot, etc.