Social media impact must be measured, says Yomego

Yomego has launched a whitepaper entitled 'Social Media ROI and How It Can Be Measured' that argues that increased social media reputation leads to a commensurate increase in sales.

Steve Richards, managing director of Yomego, said that companies using social media to increase their reach, positive awareness and tone can link this activity to a lift in sales.

According to Richards, social media campaigns can and should be subject to the same measurement metrics as other marketing activities.

The paper cites companies from small independent shops to multinational household names who are making their social media strategies pay, to drive both online engagement and offline activity.

Examples of companies making money from their social media strategies include Dell and Mr Tayto.

Measurable tactics in social media campaigns must extend beyond 'eyeballs' and follower numbers to include more meaningful analysis such as reputation shift and the resultant impact on sales or share price.

This means social media campaigns can be measured alongside other marketing activity, and can be properly integrated to other online and offline campaigns.

The paper considers various tools for measuring the impact of social media, from reputation tracking to voucher redemption schemes that use social media to drive offline activity.

These techniques can be applied to track social media success over time, or to measure the success of a specific campaign.

'Social Media ROI and How It Can Be Measured' can be downloaded from the 'Insight' section of Yomego's website.

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