Social Media Marketing: ROI

Want to know the return on your social media investment? Learn how to measure the success of your social media marketing efforts and drive continuous improvement.

Introduction

• Driving ROI from social media

1. Measuring Social Media ROI

• Calculating conversation, amplification, and applause rates
• Tracking the economic value of micro and macro conversions
• Using URL parameters to track social media success
• Measuring word-of-mouth coefficient and dark social
• Marketing mix modeling for attributing social media ROI

2. Effective Social Media Strategy

• Arbitraging from earned media to owned media
• Building a memorable brand with distinctive assets
• Choosing the face of your company
• How to do topic and influencer research
• Document, don't create: Making social cost-effective
• Tools and tactics for automating social media campaigns
• The 4-1-1 rule and 90/10 ratio: Planning your editorial calendar

3. Creative Best Practices

• Anatomy of a social post: Hook, context, asset, comment
• Creative testing framework: Concept-theme-variant
• Adopting the conversational copywriting style for social
• Building authentic relationships: Social media etiquette
• Profile optimization: Increasing your conversion rate

4. Social Media Tactics by Channel

• Facebook performance improvement tactics
• Instagram performance improvement tactics
• Twitter performance improvement tactics
• Reddit performance improvement tactics
• LinkedIn performance improvement tactics
• Reverse-engineering tactics that work for any social platform

Conclusion

• Continue learning how to drive social media ROI