Step one: Set social goals  

Advertising can be difficult to measure, especially if you don’t decide at the beginning of any new program exactly what you are measuring. Social media can be especially challenging; how do you measure the value of an engagement to your brand?

After we decide to launch a social media or experiential program for a brand, we immediately start the ROI conversation. That way, expectations are set from the outset.

There are several things you can measure when it comes to social media, which will help you derive business value. Because they are all quantifiable, think in advance about your desired outcomes and what your team will deem as a success. Here are the most essential considerations for establishing your goals.

• Website traffic
• Conversions or leads
• Reach and impressions
• New customers
• Positive sentiment in comments or reviews