While the importance of setting up a social media plan makes sense for the majority of B2B organizations, establishing benchmarks for evaluating performance is less understood. While metrics like follower counts, network size, and social mentions lack a clear tie to business results, the immediate expectation of direct lead generation might be too aggressive.
Still, the 2011 MarketingSherpa report on social media reveals “more senior marketing executives are expecting either quantifiable ROI or outcomes that contribute directly to ROI.”
Benchmarking social media performance is becoming more critical for sustained involvement, even for organizations in the trial phases of a social media campaign.
Here are some of the ways to develop performance measurements for social media initiatives that tie into the search engine marketing (SEM) needs of your clients, as well as suggestions on establishing metrics aligned to your Internet marketing objectives.
What is the basis for how social media should be measured? Marketing leaders expect social media outcomes that provide quantifiable ROI or contribute directly to ROI.