Monitor Web Traffic to Gauge Impact of Social Media Efforts
Even though more B2B marketers consider a role for social media in their marketing strategy, I still hear them express confusion about measuring the impact of creating blogs or participating in social networks. Typical questions:
How do you measure engagement? What’s the value of one Twitter follower? What’s the direct ROI of that blog post you wrote?
My recent interview with Pam O’Neal, VP Marketing, BreakingPoint, about her team’s success using social media to boost lead generation, gave me the chance to ask for her thoughts on the measurement question. You can read that case study here: http://www.marketingsherpa.com/article.php?ident=30946
Her advice: Don’t overthink the task. Done right, social media efforts drive more qualified visitors to your website, where you can engage them with white paper downloads, e-newsletter subscriptions or any other lead-gen techniques you employ there. So, measure the growth and impact on your Web traffic.
“I think that where most people in our industry go wrong is that they’re trying to boil the ocean. They’re trying to measure and report on the whole picture,” says O’Neal. “They’re missing the point. You should measure the things that are fairly easy to measure, and then if you can correlate the surge in inbound Web traffic to enough conversions and revenue to pay for your investment in social media, that’s all you have to do.”
Check out the chart in the Creative Samples link of the BreakingPoint Case Study, which shows a nice, symmetrical upward trajectory for social media metrics, such as Twitter followers and LinkedIn group members, alongside Web traffic and leads.