Many marketing and communications professionals are unsure about how to measure the return on investment (ROI) of social media marketing campaigns. According to a recent survey, only 23 per cent of senior marketers say they can determine the impact of their social efforts quantitatively.
This is understandable: assessing the various types of social engagements taking place across multiple platforms can be confusing and difficult to track.
The key to success is context. Looking at social media activities through the lens of organizational goals and objectives provides a measure of actual progress (or not).