PR Tip of the Week: ROI and Social Media

Jennifer Sherlock, President of Jenna Communications shares this week PR Tip of the Week discussing return on investment (ROI) and social media. Watch the clip above for her tips, including:

– A survey found that 84% of social media campaigns don’t track their ROI

– Companies should track both ROI and the metrics (number of comments, followers, traffic to the website, fans) as ROI may not be solely monetary. You must try to link these numbers to see if there is a correlation between sales and the metrics.

– The 2011 Social Marketing Benchmark Report found that those who are measuring social media ROI found an average return of 95%, while 30% of the people in the survey reported a ROI of 150% or more

– Quick fixes like adding a sharing button on a company website/e-mail will not return a higher ROI, so putting more time into a well-planned campaign is more likely to see a bigger ROI and is much worth the extra time for planning and implementing

For more public relations-related tips, please keep an eye out for all of Jenna Communications’ PR Tips of the Weeks. You can also view this clip on our YouTube channel at http://www.youtube.com/jsherl02#p/a/u/1/KGxslWmgYRU.

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