Tracking a Social Marketing Buzz Campaign

One of the most difficult aspects with any buzz campaign is tracking its return on investment. Other forms of internet marketing tend to be easier to measure as companies can create goals associated with an online advertisement and tie them into an analytics system. Measuring success is not a simple with social marketing campaigns with an emphasis on creating a buzz. Fortunately, there are still ways to come up with an estimated ROI received from an online buzz campaign.

The most common way to track such a campaign is to establish a baseline. A standstill is placed on other forms of marketing, such as SEO efforts and Pay Per Click advertisements. Please note that a standstill does not mean a company should stop their efforts, but simply stop increasing the investments on any of their other current strategies. A baseline growth rate based upon historical performance is then established. Developing a baseline, as outlined above, is one of the most effective and common methods to track an internet buzz campaign. Unfortunately it is not the most practical method since it is not feasible for most companies to place all their other marketing investments and initiatives at a standstill.

Therefore the most practical and more complex method involves creating projected traffic and sales estimates. For example, if a company reasonably ascertains that sales from their other marketing efforts will increase by 17 percent in the next two months then a firm can establish a new baseline based upon this projection. Social marketing initiatives are then compared to this estimated baseline. For instance a company who sees a 45 percent jump in sales over the two month period could then attribute 28 percent of that growth to the buzz campaign.

Social marketing campaigns that create a buzz in both the online and offline communities can be one of the most cost efficient and cost effective forms of advertising if done properly with the assistance of a company that has a track record of success. However they can also be one of the most difficult forms of advertising to measure. The strategies described above are the ones typically used by both small and large companies alike that make tracking the success of such a campaign easier.

1 Comment »

  1. Jeff Paul said,

    April 6, 2009 @ 4:06 am

    I enjoyed your post! I’ve been looking around for such material as I’m new in internet marketing. I’m basically a web designer and now I want to try something new.

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