Several ROI methods for social media

Social media has become fashionable, allowing anyone to express their ideas at any time, place or occasion. In the 2009, five of the world's top ten websites were social networking sites. By the end of this year, social networking sites will probably have more seats. and social networking sites are already big rivals. For example, the number of active accounts in the QQ space is larger than the United States population.

about what is social media, the keyword is UGC (user generated content). Incidentally, I'm using a form of social media to explain the definition of social media, Wikipedia.

Currently, about 55% of China's users spend more than 4 hours a week on social networking sites. 92% of these users often contribute content to social media. Among them, the most popular activities are replies and comments, upload video is the smallest proportion of activities. Compared with American internet users, Chinese netizens are more active on social networking sites.

Now that we're discussing social media, let's look at the fundamental difference between mass media and social media. There are two points to emphasize: first, brands or companies can no longer rely solely on flashy advertising campaigns or PR promotions; second, it is important to improve marketing transparency and network user participation.

At present, brand marketers are aware of the importance of participating in social media and are more involved and more invested. In the United States, 59% of marketers use social media; in China, 63% of marketers will increase their budget for social media.

About 80% of Tencent customers use social media marketing solutions. Fortunately for Tencent, many customers are becoming aware that Tencent's social media offerings can help them effectively drive user-brand dialogue and brand image. Their commitment to a single social media marketing program is a few million, and many are tens of millions.

I often hear businesses worry about tracking social media. Now, there are a lot of tools on the market to evaluate what people say about your brand, but what about ROI? Companies spend a lot of time sending Twitter messages, posting posts, adding social media features to online advertising campaigns, and asking, "What can my organization get?" On the other hand, "Don't worry about tracking social media." If you understand how to integrate tracking and analysis tools, social media is the easiest way to track ROI. The ROI of social media can be tracked by clicks, flows, and inputs.

You can also track the actions and behavioral values of social media. If you pay for advertising, what is the value of these impressions, clicks, and browsing rates? Here are some ROI methods for social media:

-Friends, fans and followers. What is the cost of getting Facebook fans or Twitter followers? Research has shown that long-term social access is very valuable.

--social sharing. How often do people see your banner or click on a landing page? If a Facebook fan has an average of 138 friends, each user clicks on the Facebook share list to get 138 impressions. Where did you get your Twitter messages?

--Video playback. Promote video pages on YouTube or create a YouTube channel. Don't forget the value of the user watching the video.

--Comments and participation. Is there a high level of engagement on the Facebook page? What kind of dialogue produces high-level reactions and participation?

--web browsing. I personally think that a web browsing of social networking sites equals a page view of your site. People interact with your content and branding online. Analyze how much web browsing your online media has developed, how much a web browsing is worth, and which is the value of your Facebook fan page or YouTube channel.

--Flow and revenue. You can track these important methods as you track your email, paid search, online media, and so on by simply tracking links and network analytics. Follow the links using bit.ly and other URL abbreviations.

--Phone call. In the social chat activity may use the specific free number, according to the website Access user refers to the URL, automatically starts the free number. Of course, you can also use the technology with flags, paid search and email.

Mobile Internet is a trend, social media is a hot spot, the combination of highlights is also a hot application. The following figure is the latest in the U.S. statistics, where the latest data Twitter rankings have changed, we can see on the phone, we use social media rankings.

Summary: The financial crisis in digital marketing is a solo show, so that the traditional marketing, advertising activities have a better integration. At the same time also brings the internet operation, web2.0 economy, mobile Internet and other basic platform construction.

(Original: March 16, 2010; Compiling: Song XI)