Measuring the success of social marketing campaigns with web/digital analytics

Author(s): 
Vaibhav Gardé, Marketing Principal, Interactive Marketing, FedEx

 

Abstract: Given the explosive growth in the use of social media and the amount of time being spent on the various networks, it is only natural that marketing (advertising) investments are flowing into this new channel. While many different social platforms are grouped under this umbrella term, there are clear differences in their adoption and usage across demographics, geographies, time of day and the nature of topics being discussed. Almost all of the big networks today are what are regarded in marketing as ‘upper funnel’ channels. They are great for awareness and engagement, but it is hard to quantify the exact business value, mainly revenue impact, generated as a result of a brand’s interactions in these channels.This paper looks at some approaches to measuring the business impact of these channels along the entire funnel and provides recommendations to build, sustain and measure the scale of social media marketing success.

 

Keywords: marketing ROI, social media, analytics, process, people, technology

 

Read this featured article now.
To read this article and receive further updates on Henry Stewart Publications content please register using the form below.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.