By: Valerie Duvall

No doubt, one of the hardest things to measure in marketing is return on investment (ROI). We often speak of the “buying cycle” of a customer, and the direct effect of impressions on their buying decisions throughout this cycle. Let’s be honest: if you own a business, or you are responsible for a business’s success, it’s not a matter of IF you are going to do social media, but rather HOW WELL you are going to do it. 

We often hear, “Yeah, but does it really work?” Well, if you’ve watched any news channel or followed the stock market in the past few weeks, you’ve heard about GameStop shares skyrocketing. What caused that market anomaly? Influence through social media. Sprout Social recently released a fascinating article tracking how the GameStop phenomenon unfolded, documenting a perfect example of social media’s scope, power, and significance in the modern era. 

As a Sprout Social Agency Partner, we use their advanced tools to benefit our clients – and one of those tools is detailed analytic reporting to show ROI. Using this data, we can quantify who is responding to social media and what interests them…providing invaluable information for any business, as well as an empirical record of how their marketing dollar is making an impact!