Measuring the Impact and ROI of Social Media

Measure your social media success in real business terms.

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  • Publication date: August, 2012
  • Pages: 93
  • ISBN: 9781908640475


All innovative, client-centric and competitive organisations consider social media a vital part of core business strategy. But how can you tell if it's really working?

You might have some people liking you on Facebook, or a million followers on Twitter, but are you tracking how effective each update is, or how far your tweets are reaching?

Ark Group’s report - Measuring the Impact and ROI of Social Media - provides organisations at all stages of social media use with the tools needed to measure success in real business terms.

From assessing effective use of manpower/time, and benchmarking campaigns, to using key performance metrics for each social media platform this report will help you deliver the business benefits you set out to achieve. Specifically, it will enable you to:

  • Identify the key business objectives that social media can help you meet and support;
  • Set a social media strategy that ensures your objectives are met and outcomes achieved;
  • Identify which metrics should be tracked to determine the progress of your social media programme;
  • Understand the capabilities of social media dashboards and align these to your social media objectives;
  • Use dashboards to report social media analysis and deliver brand insight;
  • Manage employee and stakeholder expectations of what a social media programme can deliver to ensure its success; and
  • Understand the role of the social media analyst and its future position within the organisational structure.

Packed with practical tips, real-world insights and case studies, this report is essential reading for any organisation wanting to ensure they deliver the benefits their social media initiatives set out to achieve. 

Social media ROI is more than just saying, “We grew 1,000 fans this month”; it’s saying why it is important that we grew 1,000 fans, and what the business outcome is of such growth.


Chapter 1: Assessing the power and impact of social media

Chapter 2: Linking social media to business objectives

Chapter 3: Setting a social media strategy to achieve business objectives

Chapter 4: Identifying the appropriate metrics to use

Chapter 5: Aligning dashboards with social media objectives

Chapter 6: Reporting outputs from dashboards – From clicks to insight

Chapter 7: Managing change when introducing social media

Check our Executive Summary and full table of contents here


Anne Bartlett-Bragg
Anne is managing director at Headshift Asia Pacific. She specialises in the creation of innovative communication networks with social media. She uses her research and studies into the communication aspects of social media, including deep analysis and social intelligence, to provide an informed backdrop to understanding how people are using new tools and changing traditional models of communication. She constantly challenges organisations to reframe their models of communication, service design, and workforce engagement. Anne is currently in the final stages of completing her PhD which has explored adult learners’ experiences of developing learning networks through self-publishing technologies such as weblogs.
Lee Hopkins
Lee is the CEO of Better Communication Results, a consultancy that has assisted companies worldwide to communicate better for better results. He has consulted to a range of organisations, from the medium sized up to the multi-national. He is the author of two previous Ark Group reports on social media, and is currently pursuing a doctorate in Communication from the University of South Australia.

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