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How To Measure Social Media ROI: Tools & Recommendations

Measuring social media’s return on investment may seem impossible to some. It is more complex than the traditional return on investment calculation that entrepreneurs have been using for years. However, knowing what to look for and using the right social media management tools will help companies in determining how much the platform has helped the business’ revenue.


Online Tools for Measuring Social Media Traffic and Return on Investment

These online programs show reports on the traffic and feedback that social media accounts get from their audience. The tools also provide companies with a baseline in determining their social media return on investment. In addition, users are able to identify their technique’s effectiveness and how it affects the company’s revenue.

Google Analytics

Google Analytics is the leading tool in monitoring web traffic and social media management. It provides users with reports and graphs on daily visits and traffic based on locations and viewer types. Google understands that companies want to know how much their social media accounts have affected their business. This is why Google Analytics provides entrepreneurs with detailed reports and metrics.

Google Analytics Features

o Multi Channel Identification

Users will not be able to identify their post’s effectiveness or return on investment through analyzing simple clicks or views. This is why Google Analytics provides users with reports on channels opened after visitors have viewed their post. The information helps companies in identifying if the post has positively influenced their visitors and if it has directed them to the desired channel or site.

o Custom Analysis and Reports

This social media tool lets companies determine their traffic and feedback from visitors. It also allows users to set custom reports and analysis on certain posts or topics. Google Analytics gives users reports that are ready for presentation and evaluation.

o Traffic Analytics

Google Analytics also allows users to test and improve their accounts by determining the effective tactics from posts that do not bring more traffic. It also gives visitors the advantage of browsing faster through site search reporting. In addition, the online tool lets users monitor their visitors to find out how they navigate and what information they usually look for.

o Ad Posting

AdSense is another feature from Google Analytics that lets users post advertisements on websites or blogs. The tool evaluates the ad and location where it will be placed in order to determine what is most suitable. With AdSense, companies are able to advertise their business to their target audience effectively.


Omniture is an online marketing and web analytics tool. The program provides companies and individual users with a range of services and features. This tool is used by a number of large companies all over the world.

Omniture Products and Features

o SiteCatalyst

SiteCatalyst is a program from Omniture. This allows users to view web analytics in order to identify traffic and social media effectiveness. SiteCatalyst provides a client-side form of analytics.

o SearchCenter

Omniture’s SearchCenter provides companies with content network optimization. The software also helps users with paid searches from visitors. It covers online tools such as Facebook Ads, Microsoft Ad Center, Yahoo Search Marketing and Google AdWords.

o Data Warehouse

Data Warehouse is a tool that is used along with SiteCatalyst. The online program allows users to store and archive important data. The information can then be used for reporting and analysis.

o Discover

Discover is an online tool that provides users with real time insight and web traffic. The tool allows companies to determine new visitors and find out about trends. It lets them improve their social media accounts through reports and analytics.

o Insight

Insight is another online tool from Omniture that provides users with detailed reports and analytics. The software allows them to collect data from multiple preset sources. Insight also lets people extract information for auditing and validation.

o Genesis

Genesis is a third party tool that features online reports on campaigns and posts. The program allows users to manage and listen to the conversations on a number of social media sources. It provides them with detailed reports on web traffic and visitor feedback.

o Vista

Vista is another online tool that is used along with SiteCatalyst. The program lets users add visitors through careful filtering. It identifies them through information such as their location, age and interests. Vista then uses the data given in directing visitors to respective channels.

Steps in Measuring Social Media Return on Investment

After determining the important data from the online tools, entrepreneurs can measure their social media return on investment. This process does not provide an exact figure. However, the results taken from measuring and calculating the return on investment is suitable for ad campaigns and in determining effectiveness.

Identify How Much is Spent on the Social Media Account

Entrepreneurs should first identify the amount that is spent on their social media accounts. This includes expenses on online and desktop applications. The costs from purchasing devices used for the platform should also be included. Lastly, entrepreneurs should include their expenses and the amount of time invested or the revenue lost from assigning an employee to manage the account.

Consumer Lifetime Value

The consumer lifetime value is determined when a follower or audience member shares the brand or company with their social media group. This increases when the traffic or analytics show the number of times a post from the company is shared online. The values given will also help entrepreneurs in making good decisions with their social media strategies.

Determine New Visitors

Different online tools such as Google Analytics allow users to monitor new visitors to the social media account. These online programs also let users view conversations in order to determine if their strategies are effective. New visitors or followers also mean effective techniques.

Impression Value

Another piece of data is the social media account’s impression value. This includes shares and active conversations about the product or company on Facebook, Twitter or other social media accounts. Views on Youtube, online traffic, Google Analytics and other online sources should also be included in the impression value.

The information provided should then be used to identify an estimate of a company’s social media return on investment. The number of new customers from the social media account should be added to its consumer value. The figure should then be added to the account’s impression value. The information is finally calculated against the time and money spent on the social media account.

Best Social Media Management Tools For Brands

Using the right social media management tool will help a company in reaching their target population. This provides business owners with the ability to engage their desired audience to gain clients or business partners. Social media management tools for multiple brands or accounts also helps a business owner in properly organizing and monitoring traffic and feedback.

However, choosing the social media management tool that best suits the company requires thorough evaluation. Companies should first assess and focus on their desired market. This involves properly analyzing the business or brands’ target market and setting precise objectives and goals. There are social media management programs that are ideal for individual accounts in addition to others that have proven useful for many companies.


Sproutsocial is a social media management program that allows users to control multiple accounts and brands. This tool provides companies with reports that are ready for presentation. It also lets them listen to their audience and view the trending topics or keywords. Sproutsocial is being used by a number of large companies around the world.

SproutSocial Features

Publishing of Messages to Multiple Accounts

Sproutsocial lets companies publish messages to different social media accounts such as Facebook, Twitter and Linkedin. Users can post messages to many different accounts at the same time with the use of one program. Sproutsocial also provides a detailed review of messages for the user to approve. This helps in avoiding unnecessary posts while keeping the audience updated on the company’s latest programs and events.

Detailed Reports

Sproutsocial provides users with detailed reports for any package chosen. This feature is unlimited and allows the users to view the reports and have it ready for presentations. It provides information on the traffic and feedback from the audience per message posted to help users identify the effective topics or posts. These reports and documents can even be downloaded through CSV and PDF exports.

Scheduled Messages

The social media management program allows users to plan and schedule messages and their time of delivery. Users can also determine the date for posts scheduled for the whole week or month. The information is saved on the Sprout Queue and will be delivered precisely as scheduled. It can also be published to multiple accounts or social media networking sites simultaneously.

SproutSocial is currently offering a 30-day trial of their service.



Sysomos is another social media management tool that allows companies to monitor and control multiple accounts in real time. The program lets users listen to trending topics and news from different online sources including social media networking sites, blogs and other websites. It allows companies to monitor social media sites, engage and connect with their audience, analyze data and manage their accounts all in one program.

Sysomos Features

Wide Range of Social Media Sites

Sysomos is among the leading social media management tools that allow users to view reports and traffic from multiple useful sources. This includes forums, news sites, blogs and social networking platforms. The program provides users with real-time updates on popular topics and posts from all the given sources. It give has access 100 billion posts from around the world that can be useful to the company’s evaluation and analysis.

Facebook and Twitter Account Management

Sysomos allows users to monitor and manage their Facebook and Twitter accounts in order to identify analytics and traffic. They can view competitors and other similar companies through the reports. Users can also monitor multiple Facebook accounts with different brands all in a single dashboard.

Sysomos provides companies with detailed reports on trending news and topics from billions of Facebook and Twitter users. It allows them to schedule messages and posts depending on the most active hours and days. The program also provides necessary information on the users such as their location, gender and posts. This helps companies in identifying future business partners and clients.

Automated Sentiment Analysis

This feature from Sysomos provides users with timely reports that can help them distinguish useful topics from the ones with low audience feedback. The program has an automated sentiment analysis engine that can be used in several languages to let the company reach users in specific locations. This feature lets companies discern positive sentiments from negative ones in order to monitor their strategies’ impact on their audience.

Customer Support

Sysomos has a team of experts who are willing to help users with their concerns. They also aid companies in producing the best social media marketing strategy for their business. These experts have years of experience that can provide guidance for companies.

Brand Monitor

Brand Monitor is a program that lets users manage their social media accounts with multiple brands. The program provides users with a number of features and benefits essential in starting with social media monitoring and engagement. It can be accessed through a paid or a free account depending on the user’s requirements.

Brand Monitor Features

Audience Engagement

Brand Monitor lets companies engage themselves with several social media conversations in one dashboard. It allows them to post messages to Facebook, Twitter and other social media accounts simultaneously. The interactions with clients and other followers can be shared or emailed to team members in order to collaborate and decide on actions without having to be physically present in the office.

Brand Monitor allows companies to control their social media accounts right through the program’s dashboard. Users can reply, send tweets or follow other users without having to leave the program. Posts can also be scheduled per day or month, and previous ones can be viewed through the archives.

Real-Time Listening to Conversations and Posts

Companies can actively listen to certain social media sites to find useful topics or keywords. They can view positive and negative sentiments from their followers or audience and have it evaluated. Users also have a customized dashboard that provides information on trends, posts, graphs and sentiment meters.

Social Media Filtering

Brand Monitor has a feature that filters social sites, date ranges or audience sentiments depending on the company’s needs. The tool also allows companies to compare their accounts and find the brands with the most traffic. This helps them improve the other accounts to invite more people to follow and become clients. Band Monitor also provides important information on competitors and other brands that can help companies enhance their services or products.

Reliable Analytics and Reports

The program gives companies accurate data on their reports and analytics. It carefully evaluates issues and posts that are useful to the company. The tool also helps users in determining the important trends and focus on essential conversations.

Pretty Link Pro Review

An affiliate marketer’s dream, Pretty Link Pro is a WordPress affiliate link management plugin that helps you manage your links. This handy plug is all-in-one solution for link management.

Pretty Link Pro is easy to use and comes with a wide array of useful functionality: advanced reporting, multiple redirect types, link grouping, referrer hiding, multivariate testing, etc.


Cost: $37 single-site “blogger” edition, $97 unlimited-site “developer” edition

Looking for other plugins? View our recommendations for the best WordPress plugins.


  • You can create simple and neat URLs on your blog or website, which you can redirect to any other URL.
  • It gives you the option to create and name a custom slug for the URL, or it can create a random simple slug all by itself.
  • Tracking the number of hits per every link.
  • Tracking the number of unique clicks per link.
  • You can freely rewrite the custom parameters before you forward the target URL.
  • You can choose whether you want to have a temporary or permanent redirection for your affiliate links.
  • Tracking can be turned on and off on each and every link.
  • Nofollow and noindex links can be created also.
  • You can search through all the links you’ve made so you can easily find them.
  • Automatically replacing any keyword in your posts with links.
  • The Pretty Bar offers many more social media share buttons, and the old ones from the Lite version are still here, but improved.
  • The ability to automatically share any of your posts to your Twitter account.
  • Protecting your Affiliate Earnings by masking cloak links.
  • Displaying the look of your website by configuring the PrettyBar.
  • Pretty Links can be setup as tracking pixels so you can track the impressions.
  • You can keep the users on your own site even when they are redirected simply by using the handy PrettyBar which always stays at the top of the selected page.
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