Last time, we looked at social media ROI based on customer insights. Today, we’re going to look at social media ROI based on customer support calls. Why? Customers often put value on customer support and it’s an easy way for you to track how well your social media campaign is doing at helping others and avoiding calls which cost money.
In this section, we are going to use the insight of our customers to figure out our social media return. Unlike the previous section, this is a more nebulous process because it’s pretty hard to assign a hard-dollar value to something like consumer insights! But we can derive some important information from it.
In this method of figuring out your social media ROI, we will be estimating our ROI in terms of sales. However, you cannot quantify social media; there is not (as yet anyway), a way to say X interaction = Y Dollars, so we have to be creative. This is a three step process which allows you to give your social media ROI some value so you know what you have to do to make your campaign stronger.