If you are one of the many marketers still fighting to get social media funded appropriately at your organization — this is for you. As a recovering corporate executive, I’ll tell you flat out, if you can’t tie your social media results to revenue, you won’t get your program funded well. Period. And while social media brings value across the whole organization (more on this later), today, I’m going to show you exactly how to figure out the revenue impact. Let’s get started.
Recently, I wrote a post called “Busting the Myth on Social Media ROI“; if you haven’t read it, the summary is: “Stop listening to anyone who tells you that social media can’t generate revenue. What those people are really telling you is that they simply don’t know how.” If that post was the “why” you need to be measuring social, this post is the “how.”
At the last Women In Technology International (WITI) Summit, then CMO and Head of Product of YouCaring.com, Aimen Barma* and I first opened the kimono on this topic, sharing deep insights into a recent case study where we drove a 30% increase in pageviews on YouCaring.com, a 400% increase in new fundraisers created, and a whopping 3500% increase in donation revenue month-over-month using organic/earned social media alone.