How to Measure ROI on Social Media Marketing

Digital marketing agency Overdrive Interactive has launched SocialEye, a tracking and measurement dashboard designed to reveal the ROI of social media marketing.

In addition to tracking newer social media metrics such as connections (friends, fans and followers) and buzz, the SocialEye dashboard aims to help marketers report on the actual ROI (return on investment) of their social media efforts.

It will report on metrics such as site traffic, leads and revenue generated by social media marketing efforts.

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Overdrive Interactive CEO, Harry Gold said, “SocialEye goes beyond the buzz to assign hard metrics such as site traffic, leads and revenue against social media programs. Now marketers can measure the ROI from social media marketing in the same way they do everything else online.”

The SocialEye dashboard lets marketers track and analyze:

  • Social media connections such as Facebook ‘likes’ and fans, Twitter followers and blog feed subscribers
  • Page views and plays from social profiles and video channels
  • Engagement levels, including comments that show what social actions spark consumer reactions and interaction
  • Media equivalent values showing the worth of social assets, impressions, visits and connections
  • Site visits and actual traffic to a company’s website resulting directly from social media
  • Site conversions and transactions – actual leads and revenue from social media marketing

The company says SocialEye can be integrated with existing CRM systems to link call center inquiries, offline sales and repeat sales to their originating social media sources.

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