Social Campaigning ROI

ROI for a campaign or call to action can be condensed into a four-step process called

DIDM:

D = Define your GOALS
I = Identify the METRICS that represent those goals
D = Determine the TOOLS and methodology for measuring your metrics
M = MEASURE

Since social campaigning is largely about connecting with and interacting with people, there is a large amount of “qualitative ROI” or “social value”.

Think about this. How can the ROI of friends be measured? Not an easy task right? The same is true for social campaigning; it’s not always possible to put a value on a conversation or the number of conversations in which you engage. Regardless, social campaigning will become ubiquitous as a campaign standard.

Here are some simple measurements to get you started.

Social Campaigning Qualitative Metrics

1. Campaign engagement and participation in relevant discussions
2. Quality of the discussions that you engage in
3. The loyalty of voters/supporters as a result of social campaigning engagement
4. The reputation the campaign has as a result of social campaigning
5. The amount and quality of the interactions that voters/supporters have with your campaign
6. Information your users give you for gotv, fundraising or campaign marketing purposes

Social Campaigning Quantitative Metrics

1. Number of visitors or amount of traffic to a particular page/site
2. Conversion rates, or actions that you want your audience to take when they visit the site – create an account, join email list, register to vote, join text messaging list, etc.
4. The amount of time that people are spending on your site
5. Increase in fundraising contributions
6. The various parts of the state/district your users are coming from
7. Keywords people are using to find your site
8. The sites that are referring the most amount of traffic for you
9. The most popular pages/content on your site
10. The number of incoming links you have to your site and where those links are coming from
11. The number of volunteer leads or the amount of money made from direct contributions
12. The number of RSS and/or email subscribers

What do you measure?
What do you care about?
What measurements are you experimenting with?