#SMMW15: How to Become a ROI Driven Marketer

Nichole Kelly is author of How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI. She is also president of SME Digital, a division of Social Media Explorer.

There is one thing holding marketers back: an innate fear of failure.

Instead, we need to take power back from our data. How do we do this? Nichole explains, “use data to understand the customer journey” – and nurture the needs for safety, approval and control.

The formula:

1. Track your links 
2. Integrate data
3. Store everything

When tagging, consider the following for additional data: product, line of business, social account name, organic or paid, size and type of paid, and unique ID for status update.

Bottom line, whether or not the analytics show the whole social picture, you need to have metrics to show the ROI of your social media marketing program. By utilizing data, you can better understand the customer journey, and, likewise, nurture the needs for safety, approval, and control. We have to use control group analysis to tell the story. Test, test, and test again.

Follow @WTWH_Nicole and @WTWH_Jen for more Social Media Marketing World key takeaways.