Gauging how effective a social media marketing initiative has been with reaching strategic objectives is critical, requiring careful consideration. Organizations use Key Performance Indicators (KPI) as a way to determine if objectives are being met, but selection cannot be arbitrary. The use of available metrics is fairly broad ranging from views to ratings and according to Tracy Tuten can make measuring effectiveness either fuzzy or quantifiable (344).
When selecting the appropriate KPI, a social media marketer should consider the customer journey and engagement. Further examination beyond counting views is necessary to better select a more quantifiable KPI that can help a firm determine effectiveness. The level of engagement during customer journey is a difficult ascertain making KPI selection even more crucial.
Just like in other areas of business, the Return on Investment (ROI) for a social media marketing campaign must be determined to decide whether or not it is worth continuing. ROI can be computed as the ratio of an input’s value used to the associated financial outcome and quantifies income generation from the marketing activities.
Social Media Marketing Student 