Infographic: How To Determine Facebook and Twitter ROI

by · July 5, 201212 comments

The infographic below from InventHelp says that CEO’s think marketers lack business credibility and that we don’t talk about what really matters: Sales. Do you think that’s true? I think I would have to agree.

For whatever reason as marketers we’ve chosen to try to get executives to understand marketing instead of using that time to show them why marketing matters to them: Because it drives sales. The same is true for social media. We are redefining ROI, presenting metrics that require a Ph.D. in cool to understand, and arguing that social media ROI is immeasurable. It’s not, but it will require that marketers change their point of reference.

Instead of focusing on social media metrics, start focusing on business objectives. Businesses are in business to drive more revenue and decrease costs. Why? More revenue means we are selling more. Decreasing costs means those sales add more profit to the bottom line. You’ll never hear an executive boasting about the $50,000 “value” of FREE e-books they got downloaded on their website. However, you will hear them boasting about how they drove $25,000 in real revenue from leads that came from the company’s blog.

This is a good infographic to help you start the process of connecting to the bottom line. When it comes to social reporting through Google Analytics, be cautious about putting too much weight into the numbers assigned to social media conversions and social media assists. These numbers can not be validated through the interface. We can’t see which campaigns our assists actually converted under, nor can we see the campaign history that led to a conversion.

If you are using custom URL parameters on your social links and you compare the social media traffic that social reports catches and what you know you’ve sent, don’t be surprised if you see stark differences. I love the idea of social reports, but I’m not 100% sold on the accuracy of the data. Actually, I’m not 1% sold on the accuracy of the data. I see drastic differences between traffic I know came from social and what shows up in the social reports interface. But I’m sure improvements will come over time. In the meantime, enjoy this lovely depiction of measuring Facebook and Twitter ROI.

Any of this strike ideas or questions in your mind? Tell us in the comments.

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About Nichole Kelly

Nichole Kelly

Nichole Kelly is the CEO of Social Media Explorer|SME Digital. She is also the author of How to Measure Social Media. Her team helps companies figure out where social media fits and then helps execute the recommended strategy across the “right” mix of social media channels. Do you want to rock the awesome with your digital marketing strategy? Contact Nichole

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Mana

    I’ve been analyzing the discrepancy for a while. Turns out that GA its tracking clicks from mobile apps as “other” traffic. And since more than 50% of people read content via apps, we can estimate a very large share of social clicks go untracked under social reports. Source coded url tracking is much more accurate and allows you to build your own conversion funnels….

    • Nichole Kelly

      Mana – Mobile could definitely be one of the reasons for the discrepancies. Another issue I’ve heard is if you use coded url tracking and put Twitter in as the source, social reports isn’t correctly associated the coded source with Twitter. But it is impossible to verify because there isn’t enough insight into how the data is being tracked. Hopefully this will change so we can validate the data. Thanks so much for commenting!

  • Nickolaylamm

    I’ve witnessed first hand how businesses fall into the “social media is magic” trap. Some completely disregard traditional forms of lead geneartion (Adwords) and think that social media can do the same job. (face palm)

    • Nichole Kelly

      Nick – Thanks for commenting. The social media is magic trap is real and one of the reasons CEO’s and CMO’s have become so skeptical. The magic they’ve been presented isn’t based on what they define as business value. 

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  • sstass

    Hi, Nichole!

    My name is Stas and I am community manager at russian social media monitoring service

    You’ve done really great job in this infographic and we want ask your permision to translate it into russian and add some relevant to our market examples (and it would be fine to get .ai file from you).

    Certainly we will link to you as authors of the original one.

    • Jason Falls

      Hello Stas. Thanks for the compliment. Unfortunately, this infographic doesn’t belong to us. To get permission, you’ll need to reach out to the InventHelp folks. I think they’re at

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