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Questions and Answers
What does the term 'Top of Mind Awareness (ToMA)' refer to?
What is Earned Media recognized for in terms of value?
What is Net Promoter Score (NPS) used to measure?
How can social media share of voice be defined?
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What action should trigger the use of 'Event' goals in Google Analytics?
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When should a 'Destination' goal be set in Google Analytics?
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'Pages/Screens Per Session' goals in Google Analytics are useful for tracking:
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'Duration' goals in Google Analytics are set for:
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'Net Promoter Score' (NPS) measures which aspect in relation to customers?
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What type of goals should be set up in Google Analytics when tracking how long users stay on a specific page?
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What is the main purpose of a social media marketing campaign?
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What percentage of people follow a brand on social media for deals and promotions?
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What is the formula to calculate social media ROI by revenue?
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What is the importance of demonstrating social media ROI?
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What does the acronym 'ROI' stand for in the context of social media marketing?
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Which of the following is NOT a reason why social media ROI is important?
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What is the main focus of social media marketing campaigns?
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What does the percentage 58.8% represent in the context of following a brand on social media?
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What aspect of a social media campaign defines its duration?
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What does Social Media Share of Voice measure?
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What is Top of Mind Awareness (ToMA) in marketing terms?
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What is the significance of Earned Media for companies?
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When should a 'Destination' goal be set up in Google Analytics?
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What is the purpose of using UTM Parameters tags in social media campaigns?
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Study Notes
Measuring Social Media ROI
- Social media share of voice is the percentage of brand mentions online compared to competitors.
- Top of Mind Awareness (ToMA) is when a company, brand, or product is first in customers' minds in a particular industry or category.
- Earned media is the most valuable type of media, increasing brand awareness with no additional effort.
- Net Promoter Score (NPS) measures customers' willingness to recommend a company's products or services.
Measuring Social Media ROI with Google
- Set up a tracking code using Google Tag Manager and create UTM Parameters tags.
- Use Google's free URL Builder to track URLs.
- There are four types of goals in Google Analytics:
- Event goals: for defined actions like social media recommendations or playing videos.
- Destination goals: for specific URL locations like thank-you pages.
- Pages/Screens Per Session goals: for tracking the number of pages viewed.
- Duration goals: for tracking user time on a page or watching videos.
Types of Social Media Reports in Google Analytics
- Overview report
- Network referrals
- Landing pages
- UTM Campaign Results
- Conversions
- Plugins
- Users flow
Social Media Campaigns and ROI
- A social media marketing campaign is a coordinated effort to communicate with a target audience and achieve a marketing or business goal.
- Campaigns are built on big ideas that persuade action among followers and have a specific start and end date.
- 58.8% of people follow a brand on social media for deals and promotions, while 42.2% follow for incentives.
Demonstrating ROI
- ROI by Revenue Formula: Profit / Total Investment x 100
- Calculate ROI by tracking profit, cost, and investment.
- Employee hours and salaries, content creation, social media tools, and ad spend are all expenses to consider.
Why Social Media ROI is Important
- Justify the time and money spent on social media marketing.
- Change perception of social media across the organization.
- Secure additional budget and expand future social media marketing initiatives.
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Description
Learn about social media marketing campaigns, coordinated efforts to communicate with a target audience to achieve marketing goals. Discover how these campaigns promote products, build brand awareness, and create brand advocates. Understand the importance of ROI in social media campaigns.
