How To Measure Social Media: A Step-By-Step Guide To Developing And Assessing Social Media ROI

Measure the business value of social media - "really!" This book gives every marketer and social media pro a proven measurement strategy for showing their bosses exactly where social media fits into the sales funnel, and exactly what impact it is having on the bottom line. Using Nichole Kelly's proven techniques, you can finally prove the value of what you're doing, with credible, accurate, and detailed data that finance-oriented executives will understand, respect, accept, and act upon! Step by step, Kelly walks you through clarifying exactly what you're trying to achieve with social media, which metrics will demonstrate this achievement, how to get the numbers you need, and how to present those numbers effectively to management. Written "by" a corporate marketer "for" corporate marketers, "Measure Up" is radically different from previous "social media ROI books": unlike those books, it's "100% actionable." Nichole Kelly simplifies measurement into three core metrics: sales, revenue, and cost -- making metrics palatable to marketers while ensuring that finance-oriented decision-makers get the credible, accurate, and detailed information they demand and expect. Readers get step-by-step instructions and a pre-built Excel dashboard. They simply need to plug in numbers they may already have -- and they "don't" need any knowledge of code or advanced web analytics. Agency professionals will find this book especially valuable for its inside perspective on how businesses really make decisions about their services. Brand-side marketers will learn indispensable ROI and basic data analysis techniques that will be crucial to their career advancement. More broadly, "Measure Up" teaches measurement techniques that "all" marketers can use with virtually any program or campaign -- "social media or otherwise."