Is Measuring Success Worth It? (or, “Spray and Pray, is it OK?”)

Measuring ROI social media

Measuring ROI social media

Whether you pay in DIY hours, in higher project fees, or additional labor, measuring your true ROI on digital marketing isn’t cheap.

Print/mail is easier. A unique special offer code on a postcard makes it relatively easy to track results. Considering that every ‘postcard’ you send out via social media goes out on several platforms, and that you may send many each day, the metrics are more complex, and defining success takes on new dimensions. No longer measured by a purchase or inquiry, now clicks, shares, likes, and other indications of a beating heart in your mass audience also enter the equation.

How do you measure success? Or do you? As always, there is a good part of small business marketing that we ‘know’ we must do, measured or not. We know we need a visual brand, a website, and so on. What part of social media falls into this category? The ‘just do’ category? And which activities fall into your ‘must measure’ or ‘should measure’ category? Continue reading