According to Fast Company, a surprising 88% of a sizable sample of marketing professionals feels they couldn’t accurately measure their social media campaigns’ effectiveness
This is a similar statistic that we’ve found from our own research with Australia’s Higher Education institutions. Many are struggling with understanding how, what, when, where, why of measuring Social Media ROI in Higher Education.
So our marketing team sat down to think about it and wondered, why aren’t marketers measuring the ROI for the social efforts?
Here are a few reasons we came up with:
- Fear of drawing attention to a social media fail
- Lack of a formalised social media strategy
- A lack of the right tools or knowledge for where to start in collecting data
- Little understanding of what to measure and what are actionable insights
- A lack of executive buy-in, investment in the right people, tools and resources
- Measurement might not be seen as a high priority across the whole institution
And maybe the people involved are just too swamped with data that they don’t know where to start.
Well to begin with, they need to build an effective ROI measurement framework. So we thought we’d highlight this upcoming evening workshop in Melbourne, which will get you heading in the right direction if you’re feeling swamped as well.
The How to build an effective ROI evaluation framework workshop will discuss best-practice evaluation techniques, including qualitative and mathematical measurement methods and explore how they can be applied to specific objectives and goals.
In addition you’ll be guided in choosing the most cost-effective measurements to make within your resource constraints as well as understand how to effectively collect data and how to present the results of your evaluations.
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