What is the impact of social media?

impact of social media
It’s been an ongoing battle for years now; that social media doesn’t demonstrate a return...

Share This Post

Share on facebook
Share on linkedin
Share on twitter
Share on email

It’s been an ongoing battle for years now; that social media doesn’t demonstrate a return on investment. Ever more important that we reflect upon it as the year comes to a close; and strategies for a shiny new year come to the fore.

A friend and client recently asked me what she should ask her engagement team (read social media team) to report on as she couldn’t fathom why tracking a #hashtag was notable. Indeed, social media users are sharing more than ever – which is great news. But why is that meaningful for brands? What questions should we seek answers to?


Engagement orientated:

  • Is there a correlation between engagement and content type?
  • No. of tweets and similar
  • No. views and source
  • Are there certain photos or creative assets that do better than others?
  • No. of contributors
  • Timeline deliveries (number of impressions – and reach is the same thing – e.g number of impressions)
  • Hashtag usage – #socialmediaroi
  • Additional followers – across channel
  • How many times has someone marked a specific post as spam?
  • What types of engagements are the most popular (Hint: it’s probably going to be the lightest commitment – ex. a like or a RT)
  • What was going on in the user’s world at the time a post was made? I’d be wanting context here

Conversion orientated (I know right!):

  • If there was a call-to-action (CTA) on a post, did users respond in the desired manner? o Did they click the link to view my content?
  •  Answer the question?
  • Sign up for your newsletter?
  • Play the video?
  • Buy something?
  • If not, what did they do instead (if anything)?
  • How are social channels driving traffic to the brand’s website?
  • Where on the site did they land; are we tracking site entries and exits?
  • How about form completion?
  • Are we using conversion ads? What is the impact of them?
  • What amount of income generated is attributable to social media – even if non; exclusively?

Sentiment orientated:

  • What is the nature of the content-based comments posts receive?
  • What is the nature of the messages and feedback communities provide unrelated to content? Testimonials or praise? Complaints? Neutral items (like questions)? • What is the nature of the conversation about the brand (this requires social listening)? • Are there key phrases that we can pull out for consideration? Exposure (overlaps with engagement):
  • How many people saw my content compared to the number of people in my fan base? (not current followers etc)
  • What’s the average reach, per platform?
  • Is there a trend (like time of day, or day of the week, a particular show is on tv) where things are higher or lower than the average?


So, in a not so short response, social media return on investment is quantified by asking the right questions. Not, demanding it drive sales or engagement alone.

More To Explore

what is GA4
Google Analytics

What is GA4 ?

New GA who ‘dis? Oh, hi GA4! Read on to learn about the key differences between UA and Ga4 and what to expect from this upgrade.

join the coloring in department and be in the know!