Social Media ROI: Stop the Guessing Game

by Inc.

social media roiMeasure social media ROI with a new attribution model that presents a clearer picture of how shares, likes, and tweets impact your sales.

Aaron Aders, co-founder of Slingshot SEO, writes in Inc. that the key to social media ROI lies in multi-touch attribution. With this new practice, “marketers will find that a much clearer view of the impact on sales form each digital marketing channel can be easily generated,” which in turn will empower them to “justify digital marketing spends, optimize digital channel budget allocation and calculate more accurate cost-per-acquisition figures.” Multi-touch attribution takes into account more than just “the last touch point that drove the customer to conversion,” and can be applied to long sales cycles, seasonal promotions, and even long-term goals like raising brand awareness.