I have an easy question for you.
It’s easy in that it’s a one- or two-word answer.
But it’s hard because a lot of association’s don’t look.
What's Your Top Social Media Referrer to Your Site?
Do you know?
Have you checked Google Analytics? Google Analytics can tell you which social media platform refers the most traffic to your site. This knowledge is important because you know where to focus. On those days when you have no time, make time for engaging people on the platform that sends the most traffic your way.
Speaking of traffic and numbers, now I have a hard question. It’s final Jeopardy, category social media, kind of hard.
What's Your Association's ROI on Social Media?
ROI, or return on investment, is calculated by the amount of resources or cost we invest in an activity such as social media versus what it returns for your association. The social media ROI equation looks like this:
the benefit (return) of engagement / cost of social media participation = ROI (% or ratio)
Yikes! How do you calculate an emotional impression or benefit of the relationship on someone?
You can’t. You can’t calculate the return on a nebulous concept of liking an organization. You have to attribute solid concepts to its calculation. For instance, I engage with a member on Twitter by retweeting and commenting on his post. He appreciates this and tells me so. What is that worth? About the same that a good deed or bringing your loved one flowers is. Trying to calculate the ROI of that interaction is impossible.
But if my member, who I just engaged with, comes to my networking event next week and he’s never attended one before, I could attribute his presence as him repaying me for my virtual attention in the form of an event ticket. It’s difficult to know for sure, even if I asked him. Because he probably doesn’t know. All he knows is that I made him feel valued.
You will never fully know what your social interactions with your members are worth but you can get an idea by asking people how they heard of you, your event, your conference, and/or your continuing education courses. Whenever their answer is social media, you’ve just added a win in your return column.