When it comes to measuring the effectiveness of your social media marketing, knowing how many people come to your site from a platform like Pinterest isn’t nearly as important as knowing what they do once they get there.
“You are in the behavior business, not the eyeballs business,” reminds Jay Baer in a post for his Convince & Convert blog. “When determining the value of your social media efforts, and certainly when calculating your ROI, you must focus on behavior, not aggregation. Almost always, numbers that count steadily upward (like number of fans, number of visitors, etc.) are inferior to ratios and percentages that measure behavior.” For more on Baer’s thoughts on what you should be measuring, read his full post here.
Related Content from OpenView:
To get to the heart of true social media ROI, the conversation has to be framed in terms of sales conversions rather than retweets and likes. To learn more about how to truly measure the business value of social media marketing, listen to this OpenView Labcast. And for more on setting the right performance expectations and goals for marketing teams, read this post from the OpenView Blog.