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As social media becomes accepted and integrated into the digital marketing mix, CEOs are increasingly turning their attention to the tangible benefits it delivers and demanding evidence of ROI (or potential ROI)

With vast numbers of users and the ability to target niche audiences, social media offers huge opportunities to get your brand in front of a relevant audience. When your posts engage and are shared, this helps to spread your message and increase brand awareness – as well as tangible conversions.  Social engagement is a public endorsement of your website – and people trust recommendations from their peers (known as ‘social proof’).

However, only 9.4% of marketers say they’re able to quantify the revenue driven by social media, despite spending 13.8% of their marketing budgets on it.

What questions does this social media marketing cheat sheet cover?

Split into three sections – engagement, brand awareness and conversion – the this cheat sheet contains the top ten most important questions to ask when assessing your social strategy to help you to:

  • Identify what users are doing once they click on a link posted on social media.
  • Prove the value of your social media programs.
  • Assign (attribute) credit to social media’s role in conversion more accurately.
  • Assess and prove the return on investment of your social media marketing efforts.

How can you prove the value of your social media strategy?

Each platform has native analytics that are useful for showing you basic engagement metrics. But to really see the impact social media is having on your business, you need to analyse what users are doing when they click on a social link to your website and, importantly, whether they’re meeting your objectives.

Luckily, Google Analytics (GA) can provide the data you need to identify which channels are delivering the most value, make informed decisions about your future strategy, and allow you to justify your investment in social media marketing to stakeholders.

To really demonstrate the impact social media is having on your business, you need to be able to analyse:

  • What kind of posts drive the most engagement and desired action among your audience.
  • Which channels and content are reaching, growing, and converting your audiences so you can decide where to invest your time, efforts, and budget.
  • What users are doing once they click on a link posted on social media.
  • Whether they’re meeting the objectives of your website.
  • Social media’s role in conversion.
  • The value of your social media marketing efforts

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