Is Social Media Marketing Worth the Effort?

Social media is everywhere. Just about all of your customers are on at least one of the social media platforms. That’s why many businesses have made social media an important part of their communications and marketing strategy. The medium can be used to advertise special offers, reach new customers, communicate your message with current customers, share relevant industry information or tips and engage with your followers. But doing it well – and proving that you are doing it well – can be an area where many struggle.

Why should we measure social media ROI?

Measuring ROI is something businesses have long done for different areas, including sales and marketing. However, adding social media into the mix is something that is relatively new.

When you measure social ROI, it can not only show your boss and company leadership the value of dedicating time and resources to Facebook, Twitter, Instagram or other platforms, but it can also help you determine which platforms are most valuable for your focus. If you aren’t seeing any return on Instagram for your business and industry, then maybe it would be best to turn your focus to one of the other platforms.

What steps can we take to increase social media ROI?

Set goals: First, you’ll need to set social media objectives and goals. This will help you determine what metrics to measure. The goals you set should complement other company efforts, like sales or lead targets. These metrics may be landing page views or video views. They can also include reach, engagement or fan/follower increases. Record baseline numbers so you have something to compare your metrics against. Once you have goals set, you’ll know what you are measuring and how you can compare what you’re doing now to what you’ve done in the past.

Know your investment: Social media can be a free tool, but it can also be costly if you add on different features and platforms to help more effectively manage your presence. You can use premium versions of management platforms, or buy a program that can help you measure and track certain metrics. If you are running ads, then the spend, as well as any additional programs like reporting software, can add up quickly. The cost of creating and monitoring the content is also important to understand – even if you are using in-house writers, you need to factor in their hourly wage. A big part of knowing your ROI is how much you are spending (or investing) into social media.

Know your target: Who is your target audience? How do they use social media? Which platforms do they use? This can all help you increase your ROI by being in the right place and using the right messages at the right times. This can give you context for your metrics and help you understand what changes may need to be made to get the ideal ROI.

A/B testing: Especially when running ads, testing what works and what doesn’t with your audience is a key to success. You can use A/B testing within the Facebook Ads Manager, or run your own A/B tests. You can change the audience segments, ad formats, or ad copy and visuals to see what resonates best with the people you are targeting.

Mix it up: You should also test your social media content. Do videos work best? Does your audience click on the links you’re including? What kind of content do they respond best to – tips vs. how-tos? If you’re on Twitter, maybe do multiple posts over several days to see if that improves the performance?

As you use these tips to increase your social media ROI, you may find new strategies or content types that will increase engagement. Start incorporating those and testing the results. Track your metrics, updating your numbers at a regular cadence (like weekly or monthly) so you can see improvements. These will help you not only prove the ROI of your social efforts to key decision makers in your organization but can help you continue to make changes that benefit your social media strategies.

If you’re ready to take your social media plans to the next level and really increase your ROI, Evoke Idea Group is here to help! With more than two decades of experience in marketing, design and branding, our team can help you stand out from the crowded social media marketplace. Find out what we can do for you in a complimentary consultation. Schedule yours today by emailing hello@evokeideagroup.com or call 630-879-3846.


About Evoke Idea Group

Evoke Idea Group is a full-service design and marketing creative agency providing award-winning marketing communications and graphic design solutions since 1996. For more than 20 years, we’ve helped mid-to-large sized B2B and B2C companies, marketing departments and breakout companies captivate and convert customers through print and digital campaigns. We’re based in St. Charles, Illinois (approximately 40 miles west of Chicago), but serve a wide range of clients on a national, regional, and local basis.

We are in the business of bringing awareness to brands and helping to grow companies through strategic marketing, advertising, web design, video and graphic design services. Our fresh, creative approaches are translated through: graphic design, logo design, website design, advertisements, infographics, digital marketing, social media marketing, web banner ads, print materials, flyers, case studies, sell sheets, posters, brochures, branding and identity, brand guidelines, packaging, trade show booths, exhibit graphics, video, and animated motion graphics.

Our full-service advertising agency provides freelance marketing communications and graphic design solutions in St. Charles, Geneva, Batavia, Aurora, Naperville, Wheaton, Glen Ellyn, Hinsdale, Oak Brook, Elgin, Schaumburg, DeKalb, Joliet, Chicago, Chicago Suburbs, DuPage County, Kane County, Lake County, Will County, McHenry County, DeKalb County, Cook County, Illinois, Wisconsin, Indiana, Ohio, Michigan, Iowa, Arizona, Flagstaff, Prescott, Northern Arizona, the Midwest, USA and worldwide.


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