Social Media ROI Measurement With SMS
It’s no secret that social media is a huge component in many digital marketing strategies. Social media marketing expenditure in the U.S has reached $7.52 billion dollars (Statista). Virtually every business has some form of social media presence today. To avoid talking to an empty room, marketers use different tactics, such as social media contests and coupons, to measure things like engagement and conversions. But, how do you maximize your social media ROI?
Nearly 80% of social media usage is conducted on a mobile device (Marketing Land). Since social media is already a mobile activity, text (SMS) should be a key element of your social media strategy. When done effectively, Texting can provide valuable insight into how well your social media efforts are converting followers into repeat purchase customers.
Social Media and SMS are the Perfect Pair
So, how do we put text messaging and social media together? Well, for the most part, it’s similar to using an 800 or vanity number. Businesses can attach a short-code for followers to text into for mobile coupons, contests, or to start a mobile club. Imagine you’re a small burger joint opening in town. You want to encourage all the locals to try your specialty burgers and prompt them to make a repeat purchase. You can have a keyword for new customers to text in to a short code so they receive a coupon for a free burger when new customers buy fries and a drink. This keyword can be worked into all social media materials from cover photos on Facebook, to a specified hashtag on Twitter, to descriptions on your business’s YouTube videos.
Measure Social Media ROI Instantly With Texting
Social media is an instantaneous way to reach a large audience while text messages provides equally instantaneous feedback. While likes and comments are great, they are very passive forms of engagement. A ‘like’ doesn’t always translate into a sale. However, when customers text to your designated short code for a free burger, they are taking that extra step to committing to a purchase.
Promoting your SMS campaign via social media allows a more efficient measure of social media ROI. With a simple text, a marketer can measure a variety of different things about their campaign. A text can serve as a good headcount of active people in your contact list, a way to measure coupon effectiveness, show which keywords are most effective, and more. With 3Seventy’s RESTful API, you can easily track outbound texts during the time of your social media campaign. Our API can also be easily integrated into other systems to have one, cohesive place for all marketing measurement.
Have questions on what SMS can do for your media measurement? Feel free to email us at firstname.lastname@example.org or call us at 512-501-5940.