Analytics: Key to measure social media ROI

'Return on Investment' (ROI) is the key aspect for any business to measure its performance. Whether to measure sales and marketing activities, or branding activities, this ROI allows businesses to strategically plan and execute their business ideas.

Today, social media has occupied the larger chunk of business strategy. LinkedIn, Twitter, and Facebook have become the business battlefield, and everyone in this race wants to win. However, it is not that easy to really measure one's social media ROI. Businesses are hiring expert individuals and agencies to perform this herculean task for them.

But on what grounds one should, or one can, measure the social media ROI. As business website are becoming the initial communicator between vendors and potential customers, can website performance be taken as a primary step towards ROI measurement of social media.

And here analytics comes into the picture. There are various free (Google Analytics) and paid tools are available to measure website performance. And based on those numbers, businesses are making their decisions. The analytics offer them a complete picture of their website performance.

For any social media activity, the ultimate aim should be to derive traffic to its business website. A strong website performance, in terms of visits, visitors, bounce rate, new visits, average time on website, signal towards a strong and social media campaign.

It may possible that there can be different opinions for measuring social media ROI; however, the website analytics has to be the key to measure it.

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